First The Trousers Then The Shoes

FIRST THE TROUSERS THEN THE SHOES Inc. (First The Trousers or FTT for short) is a brand strategy, research, and corporate training boutique specializing in brand positioning and messaging strategy development. We work for both packaged goods, BToB, and technology/software companies and operate in North America and Europe. 

Our unique positioning development methodology, described in the award-winning & best-selling Brand Positioning Workbook published in 2022, is already being used by thousands of marketers and strategists around the world as well as by many organizations, both global corporations, and start-ups.  

Fractional CSO (2021/2022): allocated part of our resources to help German package design agency RKD expand its footprint and presence in the US through the acquisition of project work from clients, including General Mills (Good Measure, Blue Buffalo, Totino's), Ecolab (launch of 1st BToC brand), Riverside Natural Foods, Pacific Foods,  Melissa & Doug, etc.

Founder & Chief Strategy Officer

American Marketing Association

The Practitioner Council of the AMA serves an advocate for marketing practitioners, advising the AMA on strategic programs and initiatives designed to deliver valuable content and experiences to the professional marketing community and elevate the rigor of the marketing profession.  The PC provides a strategic view of the impact of changes occurring within the marketing industry, identifies emerging trends and thought leaders which will have impact on the marketing profession, and act as ambassadors of AMA within the marketing community.

AMA Practitioner Council member

The Huffington Post

I was a regular contributor to the Huffpost until it closed its contributors platform in 02/2018. 

Initially my posts focused on all things related to moms, more recently they focus more generally on business and marketing issues with a focus on creative problem solving in marketing. 

My two most popular posts include "24 Clear Signs You're A Mom" which reached over 5 mio readers within a few days and "7 Ways To Improve Your Creative Problem-Solving Skills".

Blogger

WeMothers LLC

One of two founders of WeMothers llc, a social and mobile platform enabling expecting & new moms to receive the emotional support only another mom with shared experiences can provide. This was passion project of mine. We took too long to release a beta version. The technological landscape had changed in the meantime and moms started to experience social network fatigue As a result we didn't get the traction and engagement levels we were expecting and decided to close down shop in May 2014. Would I do it all over again? For sure, no doubt about that. Would I do it differently? You betcha.

Start-up co-founder

SapientNitro

Lead brand strategist at SapientNitro “North”, helping clients in the automotive, motorcycle, fashion and retail industry better connect with their customers through the development of integrated, multi-channel brand experiences that blend marketing, communication and commerce. In the process, helping shape and define what the future of brand engagement could look like.

Director, Brand Strategy & Customer Experience

Appelbaum family

Left my previous job to be available and around for the arrival of my baby twins. Executive leader who effectively doubled the headcount of his family over the last 6 months. In the process I sharpened my ability to work under stress (sleep depravation) and my problem solving skills. I am still working on my managerial skills as the new addition to the family doesn't seem to want to follow my leadership quite yet.  

Management lessons learned along the way and the three questions every great manager should ask difficult co-workers and business partners in case of crisis: 

1. Do you need a hug? Sometimes all your business partners need when they are all upset is some soothing. A hug works miracles here. 

2. Do you need me to burp you? Sometimes business associates and co-workers might have an internal tension or frustration that drives their behaviors and attitudes and makes them difficult. Patting them on the back and getting them to burp to release the pressure works wonders here (can be combined with 1.)

3. Do I need to change your diapers? Sometimes 1. and 2. doesn't apply or can't be applied. This is usually because they are fill of s..t. In that case there is only one solution: offering them to change their diapers.

New dad!

Leo Burnett

Coach for a team of 40+ account planners
Lead strategist for Hallmark Gold Crown stores & Global strategy lead for Symantec (Norton protection software & PC tools)

Head of Account Planning

Energy BBDO

US & Global strategy lead for the Wrigley business (“5”, Orbit, Eclipse, Winterfresh, Extra, Juicy Fruit, DoubleMint, Hubba Bubba, Lifesavers & Cremesavers) responsible for everything from the launch of new brands, the re-launch of existing brands and the development of global strategic platforms for key business units
Developed in-depth expertise of kids, young adults and teens audiences
Awards: Several Effies and the 2010 Gold winner of the ARF Ogilvy award for excellence in advertising research for Wrigley 5-gum

Senior Vice President, Group Planning Director

Fallon Worldwide

Lead strategist on the global Nestle Purina Pet Care business (NPPC)
Strategic responsibility for key NPPC dry dog food brands in Lat Am, U.S., and Europe 
Developed, as part of a global Nestle task force, a brand architecture, new product ideas & a communication strategy for a new global (human) food brand 
Awards: Effies

Worldwide Group Planning Director

Started my own brand consulting practice consulting both with clients (Reemtsma, Steilmann, and the Dentist Association of Berlin) and agencies (BBDO, Saatchi & Saatchi, Cayenne, StrawberryFrog Amsterdam, Davies Meyer, and corporate design agency Niehaus Komossa) 
Authored first worldwide best practice study on effective dotcom advertising….unfortunately right when the dotcom bubble burst

Founder & Principal

I am an award-winning marketing and brand strategy consultant with over 25 years of experience creating brand strategies and building brands around the world. Prior to launching First The Trousers Then The Shoes Inc. in 2014, I’ve held senior strategy roles at some of the top advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro in Europe and the US.

I’ve contributed to 7 Effies and an ARF (Advertising Research Federation) Ogilvy award for Excellence in Research and my insights and strategies for Unilever, Procter & Gamble, Nestle, General Mills,  Wrigley, Hallmark, Harley Davidson, Chrysler, Skoda, 3M, Ecolab and many more have helped build these brands in Europe, Asia, Latin America, and the US.

I am the author of the award-winning and best-selling “Brand Positioning Workbook” and the “Brand Positioning Development Method Cards” as well as the “Aha!, The Ultimate Insight Generation Toolkit”, already used by tens of thousands of marketers and strategists around the world.

I am a member of the Forbes Business Council, a contributor to various trade publications in the US and Europe, a regular podcast interviewee, and a speaker.

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