Ulli Appelbaum – Medium

Ulli Appelbaum

Ulli Appelbaum

Do You Have A Strategy Or Are You Just Confirming Your Biases?

A few years ago, I had the opportunity to do a project for an Asian frozen food brand. One of their products included spring rolls with a…

Sep 10

Do You Have A Strategy Or Are You Just Confirming Your Biases?

Sep 10

Ulli Appelbaum

What Sustainable Brands Can Learn About Persuasive Messaging from a Chicken

As the world moves decisively toward sustainability, it’s impossible not to notice the tidal wave of eco-friendly brands and initiatives…

Sep 9

What Sustainable Brands Can Learn About Persuasive Messaging from a Chicken

Sep 9

Ulli Appelbaum

7 Things I Have Learned As An “Old White Guy” About Winning And Successfully Managing A DE&I Heavy…

A couple of years ago, I was invited to pitch for a very interesting brand and go-to-market strategy assignment with a strong DE&I…

Sep 6

7 Things I Have Learned As An “Old White Guy” About Winning And Successfully Managing A DE&I Heavy…

Sep 6

Ulli Appelbaum

49 Proven Techniques To Uncover Better Consumer Insights

Insights play an important role in building successful brands and businesses. In the article “What is a Consumer Insight, And Why Does It…

Dec 11, 2023

49 Proven Techniques To Uncover Better Consumer Insights

Dec 11, 2023

Ulli Appelbaum

What is a Consumer Insight And Why Does It Matter? (With Examples)

The concept of “Customer Insight”, or “Consumer Insight”, is overused and often misused in marketing. All too often, insights are confused…

Dec 11, 2023

Dec 11, 2023

Ulli Appelbaum

An Actionable Definition of Brands. Benefits. Examples. Approach.

In this article, I’ll share with you a definition of what a brand is that takes into account the way brands are formed in the minds of…

Nov 18, 2023

An Actionable Definition of Brands. Benefits. Examples. Approach.

Nov 18, 2023

Ulli Appelbaum

What Is A Brand Positioning? Definition, Benefits, And Examples

A “brand positioning” defines the space your brand aims to occupy in the minds of your consumers.

Nov 17, 2023

Nov 17, 2023

Ulli Appelbaum

6 Strategic Reasons Every Brand Should Consider Using Brand Mascots:

We all know brand characters (mascots), we all grew up with them and like them. And yet, we often don’t think about them as a viable…

Oct 2, 2023

Oct 2, 2023

Ulli Appelbaum

15 Counter-Intuitive Ways To Generate Consumer Insights Your Competition Is Not likely To Use!

Consumer insights, which I define as A moment of enlightenment when one sees something with a new understanding, are often essential in…

Sep 13, 2023

Sep 13, 2023

Ulli Appelbaum

The Nine Most Common Brand-Positioning Mistakes On MarketingProfs

It’s easy to just go through the motions of a brand-positioning project and come out with an average, nondistinctive outcome everyone can…

Sep 13, 2023

Sep 13, 2023

Ulli Appelbaum

Ulli Appelbaum

Brand Strategist & Posititoning Expert, Author of the Award-Winning "Brand Positioning Workbook" Available On Amazon

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