The Science & Craft Of Brand Positioning Development

At the heart of every successful brand is a compelling brand positioning.

This online course will teach you everything you need to know to become an expert at crafting compelling brand positioning platforms.

It will teach you an easy-to-follow and clear process and provide you with all the know-how, tools, frameworks, many real-life examples, practitioner tips, and support you need to consistently develop relevant and breakthrough positioning platforms, no matter what category your brand is competing in.

It will give you the know-how and confidence to handle any positioning assignment and successfully lead your team or clients through a brand positioning development process.

The methodology

The methodology shared in this course is based on the awarded and best-selling "Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster." This workbook has been hailed as "undoubtedly the finest resource on brand positioning since the pioneering work of Ries & Trout many years ago."

It draws from learnings from neuroscience and psychology, is based on the analysis of over 1200 case studies of effective brand-building, and is vetted by hundreds of brand positioning assignments around the world.

Curriculum

Module 1: What is a brand? 

Module 2: What is a brand positioning?

Module 3: Brand positioning frameworks

A little tip from the frontlines

Module 4 The brand analysis framework

Module 5: Targeting 

Module 6: Setting Objectives

Module 7: Demystifying insights

Module 8: 26 sources of brand associations & insights

Module 9: 9 ways to frame your brand

Module 10: 7 ways to connect with your consumers

Module 11: 10 ways to tell your brand story

Module 12: How to use the 26 sources of associations when alone & in a group

Tips on how to manage difficult groups & the loudest voice in the workshop

Module 13: Examples of brand positioning statements & how to evaluate them

Module 14: Watch-outs and mistakes when positioning a brand

Module 15: Concluding thoughts 

Who is this course for?

1. Brand managers & marketing directors
2. Strategists across disciplines (advertising, design, digital, etc.)
3. Freelancers, both creative and strategic
4. Both juniors and seniors

Testimonials: 

“I am an experienced brand and marketing strategist yet still learned a huge amount. The content is very thorough and well-structured and includes a lot of good examples that illustrate the theory. Ulli is very clear in his delivery and each unit is nicely paced. I did the course over three days but I would suggest other students take it at a slower pace to give them a chance to act on some of the lessons before moving on to the next unit - there is just so much good material in there. Whatever your level of expertise in brand positioning I would highly recommend you take Ulli’s course”, Mark

“The author's extensive knowledge and experience in the field of brand positioning are very evident as the course provides very clear and actionable guidance (with a bunch of tools and techniques) on how to create more compelling positioning strategies”. Arek

 “If you are serious about branding and collect tools to get your creative juices focused this will be a great add to your collection. Ulli Appelbaum has done the work of decoding different angles into distinct in interesting positioning by decoding 1200 winning brands”. Monna

 “I work as a freelance brand strategist/ copywriter and will be using all of these strategies with my clients. The breakdown is easy to understand and easy to actually put into action. Zero fluff, only good stuff from Ulli” S.G.

 “The clear and concise steps and examples are diverse enough to be valuable to any industry”, Chris

 “Although I specialize in personal branding this gave me perspective on how to position personal brands and what tactics work best for the task”. Phyllis

 “…..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 described method and free yourself up to be creative”. Jason

 Science and craft of brand positioning development is a simple yet effective course that teaches the basics of positioning that every business-minded person should know. The course was refreshing, and I am excited to have taken it. Oreoluwa

 “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”, Alberto

 “It is great for anyone looking to define or redefine Brand Positioning but not knowing where to start. It does a great job of explaining the systematic methodology designed to avoid common mistakes & biases, and brings enough examples from the industry to help visualize and understand the territories which can help uncover a unique angle on the Brand. I cannot wait to apply it in practice!” Yanina

“Practical useful guide to strategy process. Actionable information abundant. Would recommend to anyone looking to expand their brand strategy skills” Averey

“It gives great insight into a very experienced person's framework for ideating and creative problem solving… 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”, Juno

“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”, AKG 

Ulli has a gift for making complex material seem easy, allowing his audience to put learnings into practice almost immediately, Lucienne

This course will teach you:

How to use a simple but thorough step-by-step approach to consistently create brand positions that are highly relevant and stand out.

An actionable understanding of brands based on neuroscience

A straightforward framework to capture the essence of your brand's position.

A simple way to set the right objectives for your brand's positioning.

The essentials of targeting and seven segmentation approaches to help you find the best consumer segments for your brand.

How to recognize and assess the strength of insights that can drive your brand's positioning.

26 universal and proven sources of brand positioning for inspiration and exploration, based on analyzing over 1200 effective brand-building case studies.

How to evaluate both effective and ineffective brand positioning statements based on four real-life examples.

Insights into the strategies of some of the most successful brands.

Tips and tricks for successfully managing a team working on brand positioning.

Tools and techniques to overcome writer's block and mental obstacles.

How to avoid conventional thinking and always develop fresh ideas for your brand.

A comprehensive guide to common mistakes to avoid in brand positioning.