Ulli Appelbaum, How to Position Your Brand — InnovaBuzz 552

Ulli Appelbaum — First The Trousers, Then The Shoes

Our guest in this episode is Ulli Appelbaum, founder and Chief Strategy Officer of First The Trousers Then 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

Listen to the podcast to find out more.

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A brand is the sum of all the associations we have with a specific product, service or company. @firstthetrouser on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Ulli Appelbaum, First The Trousers Then The Shoes

Key points and takeaways from this episode include:

  • A brand is the sum of all the associations we have with a specific product, service or company.

The actual problem is often different to the stated problem. Asking good questions, involving all stakeholders and reflective listening will help uncover the real problem. @firstthetrouser on #InnovaBuzz podcast Click To Tweet

The Buzz — Our Innovation Round

Here are Ulli’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. 1 thing to be more innovative — Get out of your comfort zone — do things you haven’t done before, go to places you haven’t been before, talk to new people.


Do something you haven’t done before — it can be small or even better, travel to a new country, arrange non-resort accommodation, rent a car and explore.

Reach Out

You can reach out and thank Ulli through LinkedIn, or his website.



Cool Things About Ulli

  • Ulli has created the family game the “26 Popular Children Games from Around The World”, a set of cards created to help promote cultural understanding and tolerance among children through play.

The key to successful creative problem solving is to explore a wide and deep list of potential solutions. @firstthetrouser on #InnovaBuzz podcast Click To Tweet

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Dr Jürgen Strauss

Founder of Innovabiz: TRANSFORMATION MARKETING — Building visibility, professional authority and connection with your dream clients