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

I’ve read hundreds of marketing, sales & branding books and this is by far one of most practical and applicable book I’ve read! The clear and concise steps and examples are diverse enough to be valuable to any industry.

Clear thoughts produce clear solutions.This book gave me a systematic, repeatable way of thinking about brand positioning.The advantage of a system like this is that creativity comes more easily when you don't have to think about the methodology.You can follow the methods in the book and free yourself up to be creative.

An excellent book for branding experts and creative professionals alike (and it comes with cards).The author's extensive knowledge and experience in the field of brand positioning are very evident as the book provides very clear and actionable guidance (with a bunch of tools and techniques) on how to create more compelling positioning strategies.The workbook format is particularly effective as it allows you to actively engage with the material (and select interesting tools) and then apply some of these concepts to your own brand strategy.PS. You can get a preview of what's inside the book by checking out my interview with Ulli, just search for "On Branding Podcast.

Positioning yourself in a competitive market is no easy task. So advice is always welcome. This book is easy to read and follow with questions and exercises to try out in order to help establish your possible type of brand and position in the market. It should help you identify your USP (unique selling point) and positioning in your market.

As someone who pivoted into brand strategy from an academic career path, Ulli Appelbaum's Brand Positioning Workbook now remains close to my desk at all times (in addition to his Aha! insight generation cards!). It is a text many young strategists urgently need precisely because Appelbaum demystifies strategy, charting a clear roadmap that strategists can follow and apply to various stages and aspects of their work. Appelbaum accomplishes what educators know to be one of the most difficult tasks confronting a teacher: he distills the essence of brand positioning in a way that is accessible and understandable to marketers of all levels while remaining nuanced and comprehensive. His approach is methodical, sharp, but most importantly, validated by years of experience as a marketer. I will absolutely be using The Brand Positioning Workbook in my next client workshop.

I usually don't write reviews here but in this case I had to. I purchase books here all the time and I have built an extensive library of reference material but I must say that this workbook stays on my desk and not on the book shelf. If you are the type of person that can critically read and apply information that you have interpreted for your own needs--this workbook is for you. Way too often I see reviews where a person may have wanted to be spoon fed the information and not apply the material properly; thus, give a bad rating. Not here. Not this workbook. If you are serious about building a brand and positioning it the right way before you launch--this workbook is for you and the price is a true bargain for this book! Thank you Ulli.

It's taken me a long time to fight the belief that professionals don't use resources. I don't know where I got this from but it's definitely been something that's worked against me instead of FOR me.One of the resources I keep on my desk and refer to daily is Ulli's Brand Positioning Workbook. He says something in the intro to the book (and I'm paraphrasing) that people say "I could have come up with those territory inspirations on my own" and his reply, which I love is "No you wouldn't". And I agree.I do this everyday and don't come up with them on my own. If you're in the business of branding, writing positioning statements, or just positioning curious this book is for you.One thing I wish the book had was more real life or fictional examples of using the territories. I need to see the application to truly understand and perhaps in version 2.0 this will be included. Otherwise a great tool.

Positioning exercises are like choosing your spouse. The choice will impact thousands of decisions down the road. With Ulli's "The Brand Positioning Workbook" you'll have every possible "spouse" you'd ever meet in one room at once. The comparisons are then easy to see. The tradeoffs are clear and obvious. And you can go forward knowing you've looked at every option and made the best choice. Get Ulli's book. Get the print version so you can dog-ear it, make notes and refer to it often. It's a must have reference for anyone in the branding business. You'll get the confidence, focus and clarity you need.

I'm a feverish learner, so if you're like me you need another creative business book like you need another hole in the head... Except YOU DO NEED THIS ONE!I've worked in the creative/branding/messaging space for over a decade, and this short, easy to read, funny, actionable book enlightened me to a new level.Even if your book queue is stupid long, add this one and bump it to the front. Cannot recommend it enough! Thank you Ulli!

An interesting methodological integration to what I have been doing so far. It is really pragmatic, can't wait putting in place with my new client. Thanks Ulli

The Brand Positioning Workbook turned out to be a straight to the point, no bullshit book on Brand Positioning (quite a rarity within the marketing literature). It is great for anyone looking to define or redefine Brand Positioning but not knowing where to start. It does a great job of explaining the systematic methodology designed to avoid common mistakes & biases, and brings enough examples from the industry to help visualize and understand the territories which can help uncover a unique angle on the Brand. I cannot wait to apply it in practice!

I’m becoming a brand strategist and this book is insane. Practical useful guide to strategy process. Actionable information abundant. Would recommend to anyone looking to expand their brand strategy skills.

This book is a great learning tool full of practical advice and tools for brand positioning. It gives great insight into a very experienced person's framework for ideating and creative problem solving. It doesn't have great design quality - which is a bit of a downside for me. However, this is a hugely valuable resource and the more I use it the more I get out of it and appreciate the thinking that went into this book.