In this conversation with Ulli Appelbaum, Founder and Chief Strategist at First the Trousers then the Shoes – a brand research and strategy boutique, author and creator of the brand positioning workbook and a set of best-selling positioning method cards, we break down how Ulli became a contrarian and get his take on using that superpower to build winning brands.

Learn more about Ulli

Other resources

Lessons

Ulli’s journey of becoming a contrarian
How to protect the core business while disrupting it
Shepherding the brand from the POV of the customers
Three ways to thrive as a contrarian
Curiosity of a contrarian - hold strong opinions loosely
Learn from failures and don’t hesitate to change your mind
Discussions and stories about Hallmark, Bud Light and Wrigley

Episode website URL:

https://www.howiechan.com/blog/podcast-ulliappelbaum-ep23

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EP. 23 A Contrarian’s View on Branding - How to See, Think, & Do Different with Ulli Appelbaum