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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