The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster

The Ultimate Guide To Brand PositioningWritten By The Award-Winning Marketing Consultant Ulli Appelbaum [Contributed to 7 Effies and an ARF Ogilvy award]“Hands down the best book on brand positioning since Ries & Trout introduced this concept many years ago. Ulli provides a smart roadmap on how to successfully position or re-position your brand for success in the marketplace.” Mark Jenson, Lecturer at the U of MN Hubbard School of Journalism and Mass Communication.The Brand Positioning Workbookoutlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings.After reading the book you will be able to:Understand the secrets behind successful brand positioningsIdentify and use the 26 proven success triggers for brand perceptionApply a simple and proven brand positioning methodology that actually worksCreate brands that are attractive, sustaining, and compellingThe book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning.The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies.This book is the right choice for you, if:You are working in a marketing department or a marketing agencyYou are studying or teaching marketingYou are looking for a proven framework for creating compelling brand positioningYou are about to position or re-position a brand for success in the marketplaceThe Brand Positioning Workbookis packed witheasy-to-follow exercisesanduseful ex