Healthy Brand with Howie Chan
My name is Howie Chan, and my purpose is to build the healthiest brands on the planet using the power of strategy. This is the only podcast that is at the intersection of Branding and Health. This is where I interview interesting and inspiring people who have something important to teach us. Take the lessons, insights, and tools to accelerate your brands and your brand-building career.
Healthy Brand with Howie Chan
EP. 23 A Contrarian’s View on Branding - How to See, Think, & Do Different with Ulli Appelbaum
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Howie
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Season 1
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Episode 23
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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