Ulli Appelbaum
Author of the best-selling & award winning "Brand Positioning Workbook" described as "...the best book on brand positioning since Ries & Trout introduced this concept..."
First The Trousers Then The Shoes Inc. (First The Trousers or FTT for short) is is a brand strategy and innovation boutique dedicated to helping brands realize their business potential and grow. We specialize in: Category growth and innovation Brand positioning development and storytelling Consumer insights Communication strategies Customer journey design FTT is dedicated to helping brands compete and grow in today’s always evolving attention economy. I believe in computer scientist Alan Kay’s quote that “A change of perspective is worth 80 IQ points.”. Consequently, I approach every project, be it research, strategy development or the exploration of new growth opportunities, with the objective to provide a fresh and actionable point of view. I do so by combining strategic and data-driven rigor with a creative problem-solving mindset (and methods). This approach has enabled me to contribute to 7 Effie awards and an ARF Ogilvy award for Excellence in research and to enjoy a 100% referral rate from my existing clients.
