Welcome to The Business Conversation hosted by Garrio Harrison. On this show we’re going to learn from Business Leaders about the stories behind the decisions that have driven their organizations forward.
This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future & Curious, a team of sales-focused marketers building scalable marketing strategies that support business development efforts.
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Welcome to The Business Conversation hosted by Garrio Harrison. On this show we’re going to learn from Business Leaders about the stories behind the decisions that have driven their organizations forward.
This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future & Curious, a team of sales-focused marketers building scalable marketing strategies that support business development efforts.
Episode 25 - Taking control of your brand positioning with Ulli Appelbaum
The Business Conversation
56 minutes 58 seconds
3 years ago
Episode 25 - Taking control of your brand positioning with Ulli Appelbaum
This episode of The Business Conversation Podcast features Ulli Appelbaum, an award-winning marketing and brand strategy consultant with more than 20 years of experience. Ulli is also the author of “The Brand Positioning Workbook", which has been described as "Hands down the best book on brand positioning since Ries & Trout introduced this concept many years ago".
Ulli talks about his own definition of what a brand is, along with his concept of “Association Bundles”, a set of associations that consumers remember your product or service by. Ulli’s insights bring back concepts that have been tried and tested strategies, but have since become “lost knowledge” as most marketers now learn on-the-job, instead of getting solid training.
The Business Conversation
Welcome to The Business Conversation hosted by Garrio Harrison. On this show we’re going to learn from Business Leaders about the stories behind the decisions that have driven their organizations forward.
This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future & Curious, a team of sales-focused marketers building scalable marketing strategies that support business development efforts.
