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The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster
“Hands down the best book on brand positioning since Ries & Trout introduced this concept many years ago. Ulli provides a smart roadmap on how to successfully position or re-position your brand for success in the marketplace.” Mark Jenson , Lecturer at the U of MN Hubbard School of Journalism and Mass Communication.
The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings. After reading the book you will be able The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning. The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies. This book is the right choice for you, The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops. The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas!
***** What seasoned marketing experts say about the “Ulli has taken years of planning experience and distilled it into 26 easily digestible steps that will, even in the hands of a junior marketer, generate sophisticated results. .. Highly recommend.” Jill Baskin , CMO, The Hershey Co. “This book has more of a Powerbook than a it’s not a bland coffee, it’s THE espresso for powerful brand positioning tight, energizing, and tasty! .. Be ready for an inspiring firework and bold sacrifices that bring you forward.” Vincent Schmidlin , Executive Board Member, Serviceplan Group, Germany
“Ulli successfully accomplishes the impossible task of condensing his wisdom into an easy-to-follow guide. He provides a clear structure anchored in time-tested fundamentals to help your organization conceive a differentiating and distinctive brand strategy.” Laura Luckman Kelber , Chief Marketing Officer, Double Good
*****
The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings. After reading the book you will be able The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning. The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies. This book is the right choice for you, The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops. The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas!
***** What seasoned marketing experts say about the “Ulli has taken years of planning experience and distilled it into 26 easily digestible steps that will, even in the hands of a junior marketer, generate sophisticated results. .. Highly recommend.” Jill Baskin , CMO, The Hershey Co. “This book has more of a Powerbook than a it’s not a bland coffee, it’s THE espresso for powerful brand positioning tight, energizing, and tasty! .. Be ready for an inspiring firework and bold sacrifices that bring you forward.” Vincent Schmidlin , Executive Board Member, Serviceplan Group, Germany
“Ulli successfully accomplishes the impossible task of condensing his wisdom into an easy-to-follow guide. He provides a clear structure anchored in time-tested fundamentals to help your organization conceive a differentiating and distinctive brand strategy.” Laura Luckman Kelber , Chief Marketing Officer, Double Good
*****
108 pages, Hardcover
Published February 1, 2022
66 people are currently reading
78 people want to read
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Displaying 1 - 7 of 7 reviews
November 6, 2022
Not your one ultimate book on branding, but belongs in you library
It is what it says on the cover: Its a workbook. If you are serious about branding and collect tools to get your creative juices focused this will be a great add to your collection. Ulli Appelbaum has done the work of decoding different angles into distinct in interesting positioning by decoding 1200 winning brands. You got to admire that, and also for publishing so that all of us practitioners can make good use of it too,
It is what it says on the cover: Its a workbook. If you are serious about branding and collect tools to get your creative juices focused this will be a great add to your collection. Ulli Appelbaum has done the work of decoding different angles into distinct in interesting positioning by decoding 1200 winning brands. You got to admire that, and also for publishing so that all of us practitioners can make good use of it too,
July 3, 2022
3.5 stars. Definitely a practitioner’s workbook meant to help an experienced strategist methodically work through positioning territories. A strong resource for ideation, exploration and honing positioning framework.
September 1, 2023
Exciting and actionable
Very practical and actionable workbook. I find this book inspired me and unblock my mental shell. After finished the kindle version, I immediately purchased the hard covers!
Very practical and actionable workbook. I find this book inspired me and unblock my mental shell. After finished the kindle version, I immediately purchased the hard covers!
December 28, 2024
Great book about brand positioning
Great book about brand positioning, the exercises are great and easy to do, It gives you a clear path or methodology to create position strategies, creativity exercises and insights ideas.
Great book about brand positioning, the exercises are great and easy to do, It gives you a clear path or methodology to create position strategies, creativity exercises and insights ideas.
May 23, 2022
26 ways of finding your mojo. An actual workbook so if you are looking for more ground reading (like me) might be “too soon”.
December 7, 2023
know where you stand
Although I specialize in personal branding this gave me perspective on how to position personal brands and what tactics work best for the task.
Although I specialize in personal branding this gave me perspective on how to position personal brands and what tactics work best for the task.
April 10, 2024
Some great practical exercises - excited to try them out!
Displaying 1 - 7 of 7 reviews