Ulli Appelbaum

Ulli Appelbaum is an award-winning and seasoned marketing and brand strategy consultant. He has held senior strategy roles in Europe and the U.S.A. at some of the leading advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before starting his own brand research and strategy firm First-The-trousers-Then-The-Shoes Inc. He has contributed to 7 Effies and an ARF (Advertising Research Federation) Ogilvy award for Excellence in Research and his insights and strategies have helped build brands including Wrigley/Mars, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, Unilever, Hallmark, Symantec, Siemens, Flexera, Anchore, Double Good, Cyber Risk Alliance, Post Consumer Brands, Land O Lakes in Europe, Asia, Latin America, and the US. He is also the creator of the wildly successful method cards “Positioning Development Method Cards” and “Aha!, The Ultimate Insight Generation Toolkit”, which help marketers think smarter, as well as a set of game cards for children ["26 Popular Children Games from Around The World"]. All the method-cards are available on Amazon. He has blogged extensively for the Huffington Post, is a contributor to various trade publications in the US and Europe, and a regular podcast interviewee and speaker. Finally, he was a member of the Practitioner Council of the American Marketing Association. He lives with his wife Nikki, their three children Lola, Fynn and Leo and their dog Zander in Minneapolis, Minnesota but works globally.