26 Ways to Stand Out In Your Customer’s Mind with Ulli Appelbaum

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

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Why should companies and marketers care about brand positioning?

Positioning is one of those “marketing buzzwords” that gets tossed around a lot. But if you dig into what the term really means, it’s about making your company occupy a distinct place in people’s minds.

After analyzing 1,200 case studies, Ulli Appelbaum identified 26 types of brand positioning you can use to stand out.

My guest in episode 70 is Ulli Appelbaum. He’s lead the strategy departments for some of the world’s biggest marketing agencies over the last 20 years and has created a brilliant method for determining your positioning: Positioning-Roulette.

Topics covered:

• Why brand positioning is more important than ever today
• How analyzing 1,200 case studies led Ulli to a unique positioning method
• What three key categories build the foundation of every positioning statement
• Why the way people behave (or don’t behave) is your starting point
• The easiest solution for satisfying your customers’ needs
• How to determine what really differentiates your product or services
• The importance of barriers and why people wouldn’t use your category
• How to use the five senses and brand rituals to create an experience

Resources mentioned:

• Product Positioning: 5 Proven Methods
• How Smart Positioning Can Make Your Marketing 10x Better
• Positioning-Roulette Method Cards
• Sapiens: A Brief History of Humankind
• WARC
• Effie Worldwide
• Influence: The Psychology of Persuasion
• Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
• First The Trousers Then The Shoes
• Challenge Category Conventions in 7 Steps (+ Examples)
• Hard to be Noticed? Simplify Your Marketing to Win Customers
• 13 Positioning Principles From Hungry Hungry Hippos

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→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

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