{"id":4658,"date":"2018-05-11T16:31:57","date_gmt":"2018-05-11T15:31:57","guid":{"rendered":"http:\/\/www.inspirationalcreatives.com\/podcast\/?p=4658"},"modified":"2018-05-11T16:31:57","modified_gmt":"2018-05-11T15:31:57","slug":"249-ulli-appelbaum","status":"publish","type":"post","link":"https:\/\/www.inspirationalcreatives.com\/podcast\/249-ulli-appelbaum\/","title":{"rendered":"ICP 249 New Ways To Tell Your Brand Story with Ulli Appelbaum"},"content":{"rendered":"<p><div class=\"player_container player-4658\" ><div class=\"spp_player_textabove\"><b>Listen  <\/b><\/div><div id=\"sm2-4658\" class=\"playercontent sm2-bar-ui compact flat full-width full-width-player\"><div class=\"bd sm2-main-controls\">\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-inline-element sm2-button-element\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"background: transparent url(https:\/\/www.inspirationalcreatives.com\/podcast\/wp-content\/uploads\/2018\/02\/podcast_channel_artwork-150x150.png) repeat scroll 0% 0% \/ cover ;\">\n\t\t\t\t\t\t\t\t\t\t<div id=\"spp-player-background\"> <\/div>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#play\" class=\"sm2-inline-button play-pause\"><\/a>\n\t\t\t\t\t\t\t\t\t\t<div class=\"loader\" style=\"display:none;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"eq\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-1\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-2\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-3\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-4\"><\/span>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div><div class=\"sm2-inline-element sm2-inline-status progressbar\">\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch0\" style=\"display:none;\">0.75x<\/div>\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch1\">1x<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch2\" style=\"display:none;\">1.25x<\/div>\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch3\" style=\"display:none;\">1.5x<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch4\" style=\"display:none;\">2x<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"secrewind\"><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-playlist\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-playlist-target\"><\/div>\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bd\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-track\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bar1\" style=\"display:none;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bar\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-ball\"><div class=\"icon-overlay\"><\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-row timestamp\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-inline-time timestamp\">0:00<\/div><div class=\"sm2-inline-duration timestamp\">...<\/div><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"sm2-inline-element sm2-button-element sm2-volume\" style=\"0\">\n\t\t\t\t\t\t\t\t\t   <div class=\"sm2-button-bd\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"sm2-inline-button sm2-volume-control volume-shade\"><\/span>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#volume\" class=\"sm2-inline-button sm2-volume-control\" style=\"\"><\/a>\n\t\t\t\t\t\t\t\t\t   <\/div>\n\t\t\t\t\t\t\t\t  <\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"bd sm2-playlist-drawer sm2-element\">\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t<div class=\"sm2-playlist-wrapper\">\n\t\t\t\t\t\t\t\t\t<ul class=\"sm2-playlist-bd\"><li><a href=\"http:\/\/traffic.libsyn.com\/inspirationalcreatives\/ICP249-ulli-appelbaum.mp3\">ICP 249 New Ways To Tell Your Brand Story with Ulli Appelbaum<\/a><\/li><\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><\/div><a href=\"http:\/\/traffic.libsyn.com\/inspirationalcreatives\/ICP249-ulli-appelbaum.mp3\">Right Click Here To Download This Episode Now<\/a><\/p>\n<p><em>Scroll down for detailed episode notes and quick access timings<\/em><\/p>\n<h2><strong>In this episode you&#8217;ll learn:<\/strong><\/h2>\n<ul>\n<li>The 4 key elements of brand positioning<\/li>\n<li>Ulli\u2019s philosophy on building a great brand story<\/li>\n<li>Why empathy is important<\/li>\n<\/ul>\n<p>and&#8230;<\/p>\n<ul>\n<li>Identifying the big mistakes brands make<\/li>\n<li>How to overcome your biases<\/li>\n<li>The danger of playing it safe<\/li>\n<\/ul>\n<img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.inspirationalcreatives.com\/podcast\/wp-content\/uploads\/2018\/05\/Ulli-Appelbaum-720px.jpg\" alt=\"Ulli Appelbaum profile picture smiling\" width=\"720\" height=\"479\" class=\"aligncenter size-full wp-image-4659\" srcset=\"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-content\/uploads\/2018\/05\/Ulli-Appelbaum-720px.jpg 720w, https:\/\/www.inspirationalcreatives.com\/podcast\/wp-content\/uploads\/2018\/05\/Ulli-Appelbaum-720px-300x200.jpg 300w\" sizes=\"auto, (max-width: 720px) 100vw, 720px\" \/>\n<p><strong>What makes a brand successful?<\/strong><\/p>\n<p>In this week\u2019s conversation, brand positioning expert <a href=\"http:\/\/www.first-the-trousers.com\" rel=\"noopener\" target=\"_blank\">Ulli Appelbaum<\/a> reveals how he helps brands to tell their story &#8211; in new ways.<\/p>\n<p>We explore the creative challenges for business people.<\/p>\n<p>And how to see your brand from the outside in.<\/p>\n<p>Hear how to overcome your own biases and the biggest enemy for your creative potential when it comes to your brand.<br \/>\n<!--more--><\/p>\n<p>Ulli also reveals the more common mistakes when positioning a brand (and what to do about it.)<\/p>\n<p>You&#8217;ll also hear what it takes to make a brand successful.<\/p>\n<blockquote><p>\u201cWhat I\u2019m really in the business of is helping business people change the way they look at their brands and at their businesses &#8211; and in the process &#8230; unlock growth&#8230;and identify new business opportunities\u201d &#8211; Ulli Appelbaum<\/p><\/blockquote>\n<h2><strong>Items mentioned in this episode (quick access):<\/strong><\/h2>\n<p><strong>Bringing brand stories to life<\/strong><\/p>\n<p><span>[00:41]<\/span> Introducing Ulli Appelbaum<\/p>\n<p><span>[03:04]<\/span> Why people choose to work with Ulli.<\/p>\n<p><span>[03:59]<\/span> How Ulli got into the world of brand strategy.<\/p>\n<p><span>[04:30]<\/span> David Ogilvy\u2019s book <em>On Advertising<\/em>.<\/p>\n<p><span>[04:43]<\/span> <em>Positioning: the battle for your mind<\/em> by Al Ries and Jack Trout. <\/p>\n<p><span>[06:18]<\/span> Ulli\u2019s philosophy on building a great brand story.<\/p>\n<p><strong>Creative potential<\/strong><\/p>\n<p><span>[07:14]<\/span> The biggest enemy for creative potential.<\/p>\n<p><span>[08:30]<\/span> The confirmation bias.<\/p>\n<p><span>[09:50]<\/span> Hugh McLeod: \u201cYou can\u2019t see the label of the jar you are in.\u201d<\/p>\n<p><span>[10:01]<\/span> Ulli describes how his flashcards help brands to tell their story.<\/p>\n<p><span>[11:00]<\/span> What makes a brand successful?<\/p>\n<p><span>[12:40]<\/span> Telling your brand story from 26 perspectives.<\/p>\n<p><strong>Telling your brand story<\/strong><\/p>\n<p><span>[14:06]<\/span> Creative challenges for business people.<\/p>\n<p><span>[15:40]<\/span> The importance of looking at data and market research.<\/p>\n<p><span>[17:50]<\/span> Ulli describes the four key elements of brand positioning.<\/p>\n<p><span>[18:30]<\/span> How look away from the direct competition can benefit a brand.<\/p>\n<p><span>[19:30]<\/span> Bringing brand truth to life.<\/p>\n<p><strong>The story you want to tell<\/strong><\/p>\n<p><span>[21:15]<\/span> Identifying the key barriers brands need to overcome.<\/p>\n<p><span>[21:50]<\/span> The biggest mistakes brands make.<\/p>\n<p><span>[23:38]<\/span> Why empathy is very important.<\/p>\n<p><span>[25:35]<\/span> Big breakthroughs for brands.<\/p>\n<p><span>[26:30]<\/span> When Ulli created a forum for mothers.<\/p>\n<p><strong>The danger of playing it safe<\/strong><\/p>\n<p><span>[27:40]<\/span> The biggest challenges Ulli has faced.<\/p>\n<p><span>[29:20]<\/span> Playing it safe.<\/p>\n<p><span>[30:40]<\/span> How Ulli finds satisfaction in his personal and professional life.<\/p>\n<p><span>[31:19]<\/span> Ulli describes his creative process.<\/p>\n<p><strong>Rigorous creativity<\/strong><\/p>\n<p><span>[34:04]<\/span> Rigorous creativity and trusting the process: taking action.<\/p>\n<p><span>[36:15]<\/span> Ideation workshop exercises: downloading your brain.<\/p>\n<p><span>[37:28]<\/span> The advice Ulli would give to a younger self.<\/p>\n<p><span>[39:55]<\/span> Why following your curiosity can be a challenging thing to do.<\/p>\n<p><strong>Inspiration<\/strong><\/p>\n<p><span>[40:45]<\/span> The one thing that has inspired Ulli recently.<\/p>\n<p><span>[41:05]<\/span> The Ethiopian Uber driver: random conversations with random people.<\/p>\n<p><span>[42:45]<\/span> What matters.<\/p>\n<p><span>[43:23]<\/span> Ulli shares what he is grateful for today.<\/p>\n<p><span>[45:43]<\/span> Where you can find out more about Ulli and his work.<\/p>\n<div class=\"player_container player-4658\" ><div class=\"spp_player_textabove\"><b>  <\/b><\/div><div id=\"sm2-4658\" class=\"playercontent sm2-bar-ui compact flat full-width full-width-player\"><div class=\"bd sm2-main-controls\">\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-inline-element sm2-button-element\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"background: transparent url(https:\/\/www.inspirationalcreatives.com\/podcast\/wp-content\/uploads\/2018\/02\/podcast_channel_artwork-150x150.png) repeat scroll 0% 0% \/ cover ;\">\n\t\t\t\t\t\t\t\t\t\t<div id=\"spp-player-background\"> <\/div>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#play\" class=\"sm2-inline-button play-pause\"><\/a>\n\t\t\t\t\t\t\t\t\t\t<div class=\"loader\" style=\"display:none;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"eq\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-1\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-2\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-3\"><\/span>\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"bar bar-4\"><\/span>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div><div class=\"sm2-inline-element sm2-inline-status progressbar\">\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch0\" style=\"display:none;\">0.75x<\/div>\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch1\">1x<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch2\" style=\"display:none;\">1.25x<\/div>\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch3\" style=\"display:none;\">1.5x<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"playerpitch4\" style=\"display:none;\">2x<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-button-bd\" style=\"\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"secrewind\"><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-playlist\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-playlist-target\"><\/div>\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bd\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-track\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bar1\" style=\"display:none;\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-bar\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-progress-ball\"><div class=\"icon-overlay\"><\/div><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-row timestamp\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm2-inline-time timestamp\">0:00<\/div><div class=\"sm2-inline-duration timestamp\">...<\/div><\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"sm2-inline-element sm2-button-element sm2-volume\" style=\"0\">\n\t\t\t\t\t\t\t\t\t   <div class=\"sm2-button-bd\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"sm2-inline-button sm2-volume-control volume-shade\"><\/span>\n\t\t\t\t\t\t\t\t\t\t<a href=\"#volume\" class=\"sm2-inline-button sm2-volume-control\" style=\"\"><\/a>\n\t\t\t\t\t\t\t\t\t   <\/div>\n\t\t\t\t\t\t\t\t  <\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"bd sm2-playlist-drawer sm2-element\">\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t<div class=\"sm2-playlist-wrapper\">\n\t\t\t\t\t\t\t\t\t<ul class=\"sm2-playlist-bd\"><li><a href=\"http:\/\/traffic.libsyn.com\/inspirationalcreatives\/ICP249-ulli-appelbaum.mp3\">ICP 249 New Ways To Tell Your Brand Story with Ulli Appelbaum<\/a><\/li><\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"sppbuttons\" style=\"\"><a class=\"button-itunes\" target=\"_blank\" style=\"\" href=\"https:\/\/itunes.apple.com\/gb\/podcast\/inspirational-creatives-podcast\/id946035760?ls=1\">Apple Podcasts<\/a><a class=\"button-g-play\" target=\"_blank\" style=\"display:none !important;\" href=\"https:\/\/www.google.com\/podcasts?feed=aHR0cDovL3d3dy5pbnNwaXJhdGlvbmFsY3JlYXRpdmVzLmNvbS9wb2RjYXN0L2ZlZWQvcG9kY2FzdA==\">Google Podcasts<\/a><a class=\"button-embed\" rel=\"modal:open\"  id=\"button-embed\" style=\"display:none !important;\" href=\"#ex1\">Player Embed<\/a><a class=\"button-share\" style=\"\" href=\"#\">Share<\/a>\n\t\t\t\t<div class=\"webui-popover-content share-buttons\">\n\t\t\t\t\t\t<a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.inspirationalcreatives.com\/podcast\/249-ulli-appelbaum\/\" title=\"Share on Facebook\" target=\"_blank\" class=\"facebook\"><i class=\"fa fa-facebook\"><\/i><\/a>\n\t\t\t\t\t\t<a href=\"https:\/\/twitter.com\/share?text=ICP+249+New+Ways+To+Tell+Your+Brand+Story+with+Ulli+Appelbaum -&url=https:\/\/www.inspirationalcreatives.com\/podcast\/249-ulli-appelbaum\/\" title=\"Share on Twitter\" target=\"_blank\" class=\"twitter\"><i class=\"fa fa-twitter\"><\/i><\/a>\n\t\t\t\t<\/div><a class=\"button-sppreview\" target=\"_blank\" style=\"\" href=\"http:\/\/getpodcast.reviews\/id\/946035760\">Leave a Review<\/a><a class=\"button-spplisten\" style=\"display:none !important;\" href=\"javascript:window.open('http:\/\/traffic.libsyn.com\/inspirationalcreatives\/ICP249-ulli-appelbaum.mp3','','width=500,height=250')\">Listen in a New Window<\/a><a class=\"button-download\" target=\"_blank\" style=\"display:none !important;\" href=\"http:\/\/traffic.libsyn.com\/inspirationalcreatives\/ICP249-ulli-appelbaum.mp3\">Download<\/a><a class=\"button-soundcloud\" target=\"_blank\" style=\"display:none !important;\" href=\"\">SoundCloud<\/a><a class=\"button-stitcher\" target=\"_blank\" style=\"display:none !important;\" href=\"https:\/\/www.stitcher.com\/podcast\/inspirational-creatives\">Stitcher<\/a><a class=\"button-sppandroid\" target=\"_blank\" style=\"display:none !important;\" href=\"http:\/\/subscribeonandroid.com\/www.inspirationalcreatives.com\/podcast\/feed\/podcast\">Subscribe on Android<\/a><a class=\"button-spprss\" target=\"_blank\" style=\"display:none !important;\" href=\"http:\/\/www.inspirationalcreatives.com\/podcast\/feed\/podcast\">Subscribe via RSS<\/a><a class=\"button-spotify\" target=\"_blank\" style=\"\" href=\"https:\/\/open.spotify.com\/show\/5TkPuSyXjgvvaHoBfyLPGc\">Spotify<\/a><a class=\"spp-button-custom1\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom2\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom3\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom4\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom5\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><a class=\"spp-button-custom6\" target=\"_blank\" style=\"display:none !important;\" href=\"\"><\/a><\/div><\/div>\n<h2><strong>Links and Resources:<\/strong><\/h2>\n<ul>\n<li><a href=\"http:\/\/www.first-the-trousers.com\" rel=\"noopener\" target=\"_blank\">[Website] First The Trousers<\/a><\/li>\n<li><a href=\"http:\/\/www.twitter.com\/firstthetrouser\" rel=\"noopener\" target=\"_blank\">[Twitter] Ulli Appelbaum<\/a><\/li>\n<li><a href=\"http:\/\/www.facebook.com\/ulli.appelbaum\" rel=\"noopener\" target=\"_blank\">[Facebook] Ulli Appelbaum<\/a><\/li>\n<\/ul>\n<h2><strong>Quotes from this episode (click to tweet:):<\/strong><\/h2>\n<ul>\n<li>\u201cI have this fascination with people\u201d<\/li>\n<li>\u201cThe problem is things are changing so quickly\u201d<\/li>\n<li>\u201cThe brain is wired&#8230; to seek out the familiar&#8230;the comfortable&#8230;to validate what you believe already\u201d<\/li>\n<li>\u201cMost companies are wired to preserve success\u201d<\/li>\n<li>\u201cProfessional satisfaction is an important part of my overall satisfaction\u201d<\/li>\n<li>\u201cI don\u2019t believe in this separation between work and private life\u201d<\/li>\n<li>\u201cYou have to go through the confusion to get to the enlightenment\u201d<\/li>\n<li>\u201cDon\u2019t follow the crowd\u201d<\/li>\n<li>\u201cThe world is changing\u201d<\/li>\n<li>\u201cJust start doing things\u201d<\/li>\n<li>\u201cAccept your emotions&#8230;accept the insecurity\u201d<\/li>\n<li>\u201cThere is rigour behind creativity\u201d<\/li>\n<li>\u201cYour next solution is going to be better than the last one\u201d<\/li>\n<\/ul>\n<h2><strong>Books mentioned in this episode:<\/strong><\/h2>\n<li><em>On Advertising<\/em> by David Ogilvy<\/li>\n<li><em>Positioning: the battle for your mind<\/em> by Al Ries and Jack Trout.<\/li>\n<h2><strong>If you enjoyed this podcast, you&#8217;ll also like:<\/strong><\/h2>\n<ul>\n<li><a href=\"http:\/\/www.inspirationalcreatives.com\/podcast\/154-four-secrets-successful-online-brand\/\" rel=\"noopener\" target=\"_blank\">ICP 154 Four Little Known Secrets To Creating a Successful Online Brand<\/a><\/li>\n<li><a href=\"http:\/\/www.inspirationalcreatives.com\/podcast\/074-two-personal-branding-tips\/\" rel=\"noopener\" target=\"_blank\">ICP 074 Two Personal Branding Tips Every Entrepreneur Should Know<\/a><\/li>\n<li><a href=\"http:\/\/www.inspirationalcreatives.com\/podcast\/094-sales-marketing-agony\/\" rel=\"noopener\" target=\"_blank\">ICP 094 Why Sales and Marketing Can Be Agony For Creative People<\/a><\/li>\n<\/ul>\n<h2><strong>Thanks for listening<\/strong><\/h2>\n<p>If you enjoyed the show, please share your honest review with others on iTunes by clicking <a href=\"http:\/\/www.inspirationalcreatives.com\/itunes\" target=\"_blank\">here<\/a> and rating the show. It will help folks to figure out if this show is for them.<\/p>\n<p>Enjoy the show!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Right Click Here To Download This Episode Now Scroll down for detailed episode notes and quick access timings In this episode you&#8217;ll learn: The 4 key elements of brand positioning Ulli\u2019s philosophy on building a great brand story Why empathy is important and&#8230; Identifying the big mistakes brands make How to overcome your biases The [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,38,4,39,87,32,81,35,6,2,23,66,82],"tags":[41,44,46,91,24,40,33,10,54],"class_list":{"0":"post-4658","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-creativity","7":"category-entrepreneurs","8":"category-inspirational-creatives","9":"category-marketing","10":"category-marketing-and-branding","11":"category-mindset","12":"category-mindset-and-motivation","13":"category-motivation","14":"category-podcast","15":"category-podcast-show-notes","16":"category-productivity","17":"category-relationships","18":"category-relationships-and-communication","19":"tag-branding","20":"tag-business","21":"tag-confidence","22":"tag-creativity","23":"tag-curiosity","24":"tag-marketing","25":"tag-mindset","26":"tag-mistakes","27":"tag-relationships"},"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/posts\/4658","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/comments?post=4658"}],"version-history":[{"count":1,"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/posts\/4658\/revisions"}],"predecessor-version":[{"id":4663,"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/posts\/4658\/revisions\/4663"}],"wp:attachment":[{"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/media?parent=4658"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/categories?post=4658"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.inspirationalcreatives.com\/podcast\/wp-json\/wp\/v2\/tags?post=4658"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}