Brand Positioning: An Interview with Ulli Applebaum, Founder, First the Trousers Then The Shoes

Brand positioning has been part of marketing orthodoxy for over half a century now. Yet marketers often fail to get it right, due mainly to formulaic thinking. To come up with truly novel positioning statements, according to global branding expert Ulli Appelbaum, marketers must treat it as more of a creative exercise, coming up with as many potential ideas as possible.