Our guest in this episode is Ulli Appelbaum, founder and Chief Strategy Officer of First The Trousers Then The Shoes, a brand strategy, research, and innovation boutique specialized in brand positioning and messaging, as well as strategy development. Ulli has developed a unique positioning development methodology, that is outlined in his book The Brand Positioning Workbook.

In our conversation Ulli talked to me about

• The definition of a brand as all the associations we have with a specific offering
• Strategy as the first step of defining a brand and our marketing
• Strategic storytelling that engage customers.