Ulli Appelbaum is an award-winning brand strategist, author, and founder of the consulting firm First The Trousers Then The Shoes Inc. With over 25 years of global experience, he has helped shape growth strategies for some of the world’s most iconic brands—including Unilever, Procter & Gamble, Nestlé, General Mills, Harley-Davidson, Wrigley, and Hallmark—across the U.S., Europe, Latin America, and Asia. Before launching his firm in 2014, Ulli held senior strategic leadership roles at top global agencies including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro. His work has earned seven Effie Awards and the ARF Ogilvy Award for Excellence in Research. Ulli is the author of the best-selling “Brand Positioning Workbook” and creator of the widely used “Brand Positioning Method Cards” and “Aha! The Ultimate Insight Generation Toolkit,” which have become go-to resources for thousands of marketers and strategists worldwide. His latest book, “The Science of Brand Associations: Win Minds, Win Markets,” breaks new ground by translating decades of neuroscience and marketing science into actionable strategies for building stronger brands. A frequent contributor to industry publications and a regular guest on branding and marketing podcasts, Ulli also lectures at the University of Minnesota’s Hubbard School of Journalism and Mass Communication.