Publisher's Summary
Based on analysis of over 1,200 case studies, this practical guide reveals 26 universal triggers for successful brand positioning. Written by award-winning consultant Ulli Appelbaum, it provides a proven roadmap for positioning or repositioning any brand.
Through inspiring questions, examples, and exercises, explore how these success triggers can be applied to create distinctive, relevant brand positions. Perfect for marketing professionals, agencies, and students seeking a rigorous yet creative approach.
The methodology requires less time than traditional approaches while delivering more innovative solutions. Includes applications for product development, messaging strategy, and creative ideation.
Expert Reviews
"Sophisticated Results Made Simple"
"Ulli has taken years of planning experience and distilled it into 26 easily digestible steps that will generate sophisticated results even in the hands of a junior marketer."
"Clear Structure, Proven Results"
"Provides a clear structure anchored in time-tested fundamentals to help your organization conceive a differentiating brand strategy."