{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast","title":"26 Ways to Stand Out In Your Customer’s Mind with Ulli Appelbaum","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/35a199f4\"></iframe>","width":"100%","height":180,"duration":3617,"description":"Why should companies and marketers care about brand positioning?\nPositioning 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.\nAfter analyzing 1,200 case studies, Ulli Appelbaum identified 26 types of brand positioning you can use to stand out.\nMy 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.\nTopics covered:\nWhy brand positioning is more important than ever today\nHow analyzing 1,200 case studies led Ulli to a unique positioning method\nWhat three key categories build the foundation of every positioning statement\nWhy the way people behave (or don’t behave) is your starting point\nThe easiest solution for satisfying your customers’ needs\nHow to determine what really differentiates your product or services\nThe importance of barriers and why people wouldn’t use your category\nHow to use the five senses and brand rituals to create an experience\n\nResources mentioned:\nProduct Positioning: 5 Proven Methods\nHow Smart Positioning Can Make Your Marketing 10x Better\nPositioning-Roulette Method Cards\nSapiens: A Brief History of Humankind\nWARC\nEffie Worldwide\nInfluence: The Psychology of Persuasion\nMark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy\nFirst The Trousers Then The Shoes\nChallenge Category Conventions in 7 Steps (+ Examples)\nHard to be Noticed? Simplify Your Marketing to Win Customers\n13 Positioning Principles From Hungry Hungry Hippos","thumbnail_url":"https://img.transistorcdn.com/tErK_MMK-L6psKsv8Q2vwohzj73RLm3YvZmMK-IJ5Xk/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzM3NTE0LzE3MDg2/ODAyNDEtYXJ0d29y/ay5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}