In this episode, host Ben Norman is joined by brand strategy consultant and author, Ulli Appelbaum.

Having worked in the world of brand and advertising for over 30 years, in countries as far and wide as Cameroon, Hungary and the U.S.A, and in agencies as creatively renowned as Fallon, BBDO and Leo Burnett, Ulli has gained a uniquely deep and varied understanding of how brands actually grow.

Today Ulli runs brand consultancy First the Trousers, and has, in recent years, written two of the most practical, science-backed, and evidence-based marketing books ever written –  ...