Ulli Appelbaum is an award-winning marketing and brand strategy consultant with more than 20 years of experience creating brand strategies and building brands. In 2014, he founded brand research, strategy and corporate training firm "First the Trousers Then The Shoes, Inc. in Minneapolis (www.first-the-trousers.com). In addition to his new award winning book, "The Brand Positioning Workbook: A simple how-to guide to more compelling brand positionings, faster," Appelbaum is member of the Forbes Business Council and a regular contributor for various publications worldwide.