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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

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Stimulate the Senses

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Brand Archeology – Dig into Your Brand’s Past

Ulli Appelbaum

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Identify your Band’s Archetype

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Identify your Brand’s Defining Attributes

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Dramatize the Brand’s Reward

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Create a Brand Ritual

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Disrupt the Category Conventions

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Share Your Creation Story

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Be part of Culture

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Identify an Enemy

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Create a Sense of Scarcity & Exclusivity

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Let Experts Tell Your Story

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Claim the Gold Standard

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Romance The Way The Product Work

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Celebrate the Ingredients

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Romance Your Brand’s Origin

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Overcome Consumption Barriers

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Give Meaning to the Brand’s Weakness

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Identify your Purpose

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Emphasize the Brand’s Benefit

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Tap into Consumer Rituals

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Submit Your Brand to a Torture Test

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Resolve a Category Problem or Paradox

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Identify Shared Values

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Re-define Your Business

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Leverage The Brand’s Usage Context

Ulli Appelbaum

What is Your Brand Story?

We Create Positioning Platforms & Brand Stories That Build Businesses

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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