The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster Paperback – February 2, 2022

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.

Highly recommend - one of a kind

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.

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.

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.

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.

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.