First The Trousers Then The Shoes Inc.

We are a brand research and strategy firm specializing in brand positioning and messaging strategy development and testing. In fact, we literally wrote the book of brand positioning development, the award-winning and best-selling "The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster" available on Amazon. Our clients include Post Consumer Brands (various brands and projects), Land O’Lakes, Outlaw Energy Drink. Angel’s Envy, Aviv Vodka, L-Nutra, Siemens Healthcare, Engaged Health Solutions, Flexera, Cyber Risk Alliance, L’allemand , Vaadin, Anchore, etc.

First The Trousers Then The Shoes Inc. was founded by Ulli Appelbaum, an award-winning marketing and brand strategist with over 20 years of experiences building brands in Europe, Asia, Latin America and for the last 15 years in the US. He has contributed to 7 Effie awards and an ARF Ogilvy award for Excellence in Research. Ulli is a blogger for the Huffington Post, a contributor to various trade publications in the US and Europe as well as a regular speaker at conferences. Last but not least, he’s a member of the Practitioner Council of the American Marketing Association.