In this episode I explore positioning with Ulli Applebaum. Ulli is an experienced award-winning brand strategist and founder of First The Trousers Then The Shoes and the author of the brand positioning workbook.

There are different philosophies about positioning and it depends on what category you are working in as to the research that's appropriate to do.

We might have one central brand position, and separate positions and messaging for products we supply. We touched on:

• Brand purpose
• Ideas on how you can do positioning
• Positioning — how to create your positioning
• How does positioning tie with differentiation
• Creating a category — should it be part of your positioning?
• Examples of well-known brands and their positioning

Linkedin: Ulli AppelbaumTwitter: @FirstTheTrouserBook: The Brand Positioning Workbookfirst-the-trousers.comView the podcast transcript here

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