First the Trousers then the Shoes Inc. Launches Strategic Story-Telling App for Brands

Share Article helps marketers and entrepreneurs create compelling brand stories.

How do I position my brand? What is the most compelling story I can tell about my business? These are some of the most important questions marketers and entrepreneurs have to answer. In fact, their answers will determine whether the brand will gain traction, grow and get shared. And yet even the most seasoned marketing executive would only consider approximately 25 percent of the potential solutions when trying to answer these questions.

Positioning-Roulette, developed by First the Trousers then the Shoes Inc., is a tool designed to inspire marketers and entrepreneurs when creating a compelling brand story or defining a positioning territory for their brands.

Positioning-Roulette is based on the analysis of 1200 case studies of successful brand building (IPA cases, Effies, etc.) which lead to 26 universal areas (or “angles”) that each represent a different, but proven approach to positioning a brand and represent all options at their disposal. Users of this free web-app are invited to create their own brand story by exploring these 26 areas and answering a set of questions for each. This approach leads to proven story elements in less time.

“We’re trying to re-invent the wheel every time we’re trying to create a new brand story instead of using the wealth of knowledge and experience that already exists,” said Ulli Appelbaum, President, First the Trousers then the Shoes, Inc. “I developed Positioning-Roulette to provide a more innovative, effective and efficient approach to positioning and story-telling development.”

For more information visit Positioning-Roulette.

About First the Trousers then the Shoes Inc.:
First The Trousers Then The Shoes Inc. (or FTT) is a brand strategy and research boutique that helps brands achieve their full business potential by creating compelling positioning platforms and brand stories. Its clients include both start-ups and big established corporations. FTT was founded by Ulli Appelbaum, a seasoned international brand strategist. For more information, visit

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Nicole Nejati
Nicole Nejati PR
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