Ulli Appelbaum – Author – Brilliance Business

Ulli Appelbaum’s new book, The Brand Positioning Workbook: A simple how-to guide to more compelling brand positionings, faster, codifies for the first time his proven process for successful brand positioning.


Born out of Appelbaum’s previous work creating the Method Card Deck Positioning-Roulette, this clear and concise methodology challenges preconceived notions of strategic development, introducing a more effective and efficient process for branding. The book is immediately useful and surprisingly effective. In the words of one brand strategy professional, “…we were astonished how well [these principles] worked and how quickly we were able to hone in on a territory for the brand we were working on.”

Drawing on over a hundred years of brand strategy culled from 1,200 case studies, The Brand Positioning Workbook is the definitive guide for teaching strategic processes to new brand strategists, as well as a useful resource for enhancing the abilities of seasoned veterans in the field.

Jill Baskin, CMO, The Hershey Company says, “The book is packed with easy-to-follow exercises that guarantee a compelling brand positioning. Lots of helpful examples and blessedly free of marketing catchphrases.”

The Brand Positioning Workbook is the definitive educational resource for guiding professional brand strategists into a productive and effective process for defining and executing modern branding efforts.

Drawing from author Ulli Appelbaum’s extensive career as a senior brand strategist and planner at some of the top advertising agencies in the world today, this book amplifies the role of a strategist as the primary guide on the branding journey. It introduces the reader to easily implemented problem-solving tools, proven territories for productive brainstorming, ideas for breaking down biases and group think, tips for more productive virtual brainstorming sessions and much more.

This is the one book that every brand strategy prof