The Brand Positioning Workbook

The Ultimate Guide To Brand Positioning

Written By The Award-Winning Marketing Consultant Ulli Appelbaum [Contributed to 7 Effies and an ARF Ogilvy award]

“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 to:

Understand the secrets behind successful brand positionings
Identify and use the 26 proven success triggers for brand perception
Apply a simple and proven brand positioning methodology that actually works
Create brands that are attractive, sustaining, and compelling

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, if:

You are working in a marketing department or a marketing agency
You are studying or teaching marketing
You are looking for a proven framework for creating compelling brand positioning
You are about to position or re-position a brand for success in the marketplace
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 book:

“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 workbook: it’s not a bland coffee, it’s THE espresso for powerful brand positioning developments: 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