About the Contributor

Contributed by Ulli Appelbaum

• The Nine Most Common Brand-Positioning Mistakes

  CONTENT TYPE: Article | ELEMENT: Management | TOPIC: Branding

  Brand-positioning is an involved, complex process that, if done incorrectly, can lead to a "meh" result. That's the last thing ...

• 26 Universal Questions for Brand Positioning (and Creating Your Brand Story)

  CONTENT TYPE: Article | ELEMENT: Strategy | TOPIC: Branding

  How do you position your brand for success? What is the most compelling story you can tell about your business? ...