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www.Positioning-Roulette.com
26 proven ways to stimulate
your thinking when creating
your brand story
Ulli Appelbaum
“Our heads are round so
our thoughts can change
direction.”
Francis Picabia
Ulli Appelbaum
www.Positioning-Roulette.com
Stimulate the Senses
Ulli Appelbaum
www.Positioning-Roulette.com
Brand Archeology – Dig into Your Brand’s Past
Ulli Appelbaum
www.Positioning-Roulette.com
Identify your Band’s Archetype
Ulli Appelbaum
www.Positioning-Roulette.com
Identify your Brand’s Defining Attributes
Ulli Appelbaum
www.Positioning-Roulette.com
Dramatize the Brand’s Reward
Ulli Appelbaum
www.Positioning-Roulette.com
Create a Brand Ritual
Ulli Appelbaum
www.Positioning-Roulette.com
Disrupt the Category Conventions
Ulli Appelbaum
www.Positioning-Roulette.com
Share Your Creation Story
Ulli Appelbaum
www.Positioning-Roulette.com
Be part of Culture
Ulli Appelbaum
www.Positioning-Roulette.com
Identify an Enemy
Ulli Appelbaum
www.Positioning-Roulette.com
Create a Sense of Scarcity & Exclusivity
Ulli Appelbaum
www.Positioning-Roulette.com
Let Experts Tell Your Story
Ulli Appelbaum
www.Positioning-Roulette.com
Claim the Gold Standard
Ulli Appelbaum
www.Positioning-Roulette.com
Romance The Way The Product Work
Ulli Appelbaum
www.Positioning-Roulette.com
Celebrate the Ingredients
Ulli Appelbaum
www.Positioning-Roulette.com
Romance Your Brand’s Origin
Ulli Appelbaum
www.Positioning-Roulette.com
Overcome Consumption Barriers
Ulli Appelbaum
www.Positioning-Roulette.com
Give Meaning to the Brand’s Weakness
Ulli Appelbaum
www.Positioning-Roulette.com
Identify your Purpose
Ulli Appelbaum
www.Positioning-Roulette.com
Emphasize the Brand’s Benefit
Ulli Appelbaum
www.Positioning-Roulette.com
Tap into Consumer Rituals
Ulli Appelbaum
www.Positioning-Roulette.com
Submit Your Brand to a Torture Test
Ulli Appelbaum
www.Positioning-Roulette.com
Resolve a Category Problem or Paradox
Ulli Appelbaum
www.Positioning-Roulette.com
Identify Shared Values
Ulli Appelbaum
www.Positioning-Roulette.com
Re-define Your Business
Ulli Appelbaum
www.Positioning-Roulette.com
Leverage The Brand’s Usage Context
Ulli Appelbaum
What is Your Brand Story?
We Create Positioning Platforms & Brand Stories That Build Businesses
www.Positioning-Roulette.com
Positioning Platform Development & Brand Story Creation
Positioning-Roulette Training
Messaging Strategy Development& Quantitative Testing
Contact: Ulli@first-the-trousers.com
All Illustrations by Helmut Kruse
www.HelmutK.com
Positioning Platform Development & Brand Story Creation
Positioning-Roulette Training
Messaging Strategy Development& Testing

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Positioning roulette - What's your brand story?