Ulli Appelbaum, How to Position Your Brand - InnovaBuzz 552
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The Shoes, a brand strategy, research, and innovation boutique specialized in brand positioning and messaging, as well as strategy development. Ulli has developed a unique positioning development methodology, that is outlined in his book The Brand Positioning Workbook.
In our conversation Ulli talked to me about
- The definition of a brand as all the associations we have with a specific offering
- Strategy as the first step of defining a brand and our marketing
- Strategic storytelling that engage customers.