Ulli Appelbaum, Author at Branding Strategy Insider

How To Find And Leverage Forgotten Brand Assets

Marketers like to look into the future, but it often makes sense to also look into the past of a brand and try to identify forgotten associations that have helped the brand succeed. What type of associations should you be looking for? Well, it really depends on the task and the brand. But this can be anything from reconnecting with the original intent or vision of the founders of the brand, understanding what factors have...

Brand Positioning For Category Disruption

Most categories operate based on specific assumptions (fast food advertising always needs to show the food, one can only buy a new car at a dealership, banking must be a stodgy experience) and follow a certain set of conventions that have usually proven successful in the past and that are generally followed by all the competitors in the category.

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