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Brand Positioning: An Interview with Ulli Applebaum, Founder, First the Trousers Then The Shoes

Ulli Appelbaum is a world-renowned expert on brand positioning and the author of “The Brand Positioning Workbook”. Whiter teeth – or fewer cavities? Longer lasting – or more reliable? Everyday low prices – or quality and selection? Tastes great – or healthier for you? Driving performance – or comfort and luxury? All are examples […]

Brand Stewardship: An Interview with David Kincaid, Founder and Managing Partner of Level5 Strategy

David Kincaid is the Founder and Managing Partner of Level5 Strategy, a brand consultancy, and the author of “The Brand-Driven CEO”. As the world awakens from this pandemic-induced slumber after what seems an eternity, brands will be facing a very different looking marketplace. A fatigued consumer population, whose buying habits have been warped by a […]