Scroll down for detailed episode notes and quick access timings
In this episode you’ll learn:
- The 4 key elements of brand positioning
- Ulli’s philosophy on building a great brand story
- Why empathy is important
and…
- Identifying the big mistakes brands make
- How to overcome your biases
- The danger of playing it safe
What makes a brand successful?
In this week’s conversation, brand positioning expert Ulli Appelbaum reveals how he helps brands to tell their story – in new ways.
We explore the creative challenges for business people.
And how to see your brand from the outside in.
Hear how to overcome your own biases and the biggest enemy for your creative potential when it comes to your brand.
Ulli also reveals the more common mistakes when positioning a brand (and what to do about it.)
You’ll also hear what it takes to make a brand successful.
“What I’m really in the business of is helping business people change the way they look at their brands and at their businesses – and in the process … unlock growth…and identify new business opportunities” – Ulli Appelbaum
Items mentioned in this episode (quick access):
Bringing brand stories to life
[00:41] Introducing Ulli Appelbaum
[03:04] Why people choose to work with Ulli.
[03:59] How Ulli got into the world of brand strategy.
[04:30] David Ogilvy’s book On Advertising.
[04:43] Positioning: the battle for your mind by Al Ries and Jack Trout.
[06:18] Ulli’s philosophy on building a great brand story.
Creative potential
[07:14] The biggest enemy for creative potential.
[08:30] The confirmation bias.
[09:50] Hugh McLeod: “You can’t see the label of the jar you are in.”
[10:01] Ulli describes how his flashcards help brands to tell their story.
[11:00] What makes a brand successful?
[12:40] Telling your brand story from 26 perspectives.
Telling your brand story
[14:06] Creative challenges for business people.
[15:40] The importance of looking at data and market research.
[17:50] Ulli describes the four key elements of brand positioning.
[18:30] How look away from the direct competition can benefit a brand.
[19:30] Bringing brand truth to life.
The story you want to tell
[21:15] Identifying the key barriers brands need to overcome.
[21:50] The biggest mistakes brands make.
[23:38] Why empathy is very important.
[25:35] Big breakthroughs for brands.
[26:30] When Ulli created a forum for mothers.
The danger of playing it safe
[27:40] The biggest challenges Ulli has faced.
[29:20] Playing it safe.
[30:40] How Ulli finds satisfaction in his personal and professional life.
[31:19] Ulli describes his creative process.
Rigorous creativity
[34:04] Rigorous creativity and trusting the process: taking action.
[36:15] Ideation workshop exercises: downloading your brain.
[37:28] The advice Ulli would give to a younger self.
[39:55] Why following your curiosity can be a challenging thing to do.
Inspiration
[40:45] The one thing that has inspired Ulli recently.
[41:05] The Ethiopian Uber driver: random conversations with random people.
[42:45] What matters.
[43:23] Ulli shares what he is grateful for today.
[45:43] Where you can find out more about Ulli and his work.
Links and Resources:
Quotes from this episode (click to tweet:):
- “I have this fascination with people”
- “The problem is things are changing so quickly”
- “The brain is wired… to seek out the familiar…the comfortable…to validate what you believe already”
- “Most companies are wired to preserve success”
- “Professional satisfaction is an important part of my overall satisfaction”
- “I don’t believe in this separation between work and private life”
- “You have to go through the confusion to get to the enlightenment”
- “Don’t follow the crowd”
- “The world is changing”
- “Just start doing things”
- “Accept your emotions…accept the insecurity”
- “There is rigour behind creativity”
- “Your next solution is going to be better than the last one”
Books mentioned in this episode:
If you enjoyed this podcast, you’ll also like:
- ICP 154 Four Little Known Secrets To Creating a Successful Online Brand
- ICP 074 Two Personal Branding Tips Every Entrepreneur Should Know
- ICP 094 Why Sales and Marketing Can Be Agony For Creative People
Thanks for listening
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Enjoy the show!