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

Being new to brand positioning, my head is now fit to burst with information I’ve learned from this workbook! I have felt a little overwhelmed at times, and it’s going to take more than one read-through to take it all in, but that’s proof of how thorough Ulli Appelbaun has been on the information provided. The workbook is set out in a logical, step-by-step order, which makes applying it much easier. I also found the many real- life examples invaluable in helping me grasp some of the concepts. This is the first book I have read on the subject, so I can’t comment on whether it is better than its competition, but I can confidently say that you won’t be disappointed if you buy this workbook as it is clear that Ulli Appelbaun knows the subject inside and out!

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.

I’m not one for normally providing poor reviews but this could not be helped. My first suspicions were raised when there was no option to preview the book. However, as the reviews from others seemed positive, I’d thought I’d give this a try. I wish I hadn’t. The author may very well be experienced but the book and content provided is superficial and at times, general in nature. The book fails to provide any meaningful addition to knowledge that isn’t alreaady in the marketplace from Ries’ work on positioning many years ago with ChatGPT providing a rather similar summary of the points in this book. Claims are made without supporting evidence at times i.e. research from a University but no citation is included or reference to substantiate the point made by the author. What really irked me was the fact that the book was so generic and for one to get a clearer idea, you have to buy the accompanying text. Do not waste your money with this. Go to Al Ries work on positioning and if you are unable to get that, then use ChatGPT’s output on brand positioning which is not that different than in this book. Avoid at all costs and use the money for something else…. Even if a coffee. You’ll get far much more use out of that than this book.

Useful resource

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

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.

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!

Well done, Ulli. The Brand Positioning Workbook is complete and state of the art. It covers many trends and methods of the past 20 years and beyond (culture, archetypes, semiotics, etc etc) . I'll use some of the exercises to get my students to think holistically. Because that's what your book is: a holistic approach. Thank you for this inspiring piece of work.

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.