In this episode, host Ben Norman is joined by brand strategy consultant and author, Ulli Appelbaum.
Having worked in the world of brand and advertising for over 30 years, in countries as far and wide as Cameroon, Hungary and the U.S.A, and in agencies as creatively renowned as Fallon, BBDO and Leo Burnett, Ulli has gained a uniquely deep and varied understanding of how brands actually grow.
Today Ulli runs brand consultancy First the Trousers, and has, in recent years, written two of the most practical, science-backed, and evidence-based marketing books ever written – The Brand Positioning Workbook and The Science of Brand Association.
In this conversation, Ulli and Ben cover:
Creating a practical toolkit for brand positioning from 30 years in the industry
The science behind brand associations and the five sources of meaning for brands:
Social (and why we buy Rolex despite Casio telling the same time)
Cultural (and its overhype and overuse)
Functional (Why Duracell and WD40 work)
Emotional (and the power of nostalgia)
Symbolic (the one I forgot to ask about)
Why 95% of marketing books fail to meet scientific rigour and scrutiny
Why we should start with science, not why.
Ulli’s specific case to banish vagueness, and vague terms like ‘purpose’, ‘authentic’, ‘culture’ and ‘storytelling’.
The power of opposites: why flipping your strategy can sense check its strength
Why marketing has become more transactional and the need to bring simple creative problem solving back
The deflation of quality in marketing through a lack of proper training
Why smaller brands can’t win by copying the big brand playbooks
Plus Tuffi the elephant, finding a loop hole for Amstel beer and the decline of religion in the western world.
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