Why do some brands become unforgettable while others disappear? Today, we break down the science behind brand association—the single most overlooked driver of brand choice, preference, and loyalty.
Our guest is Ulli Applebaum. Ulli is an award-winning brand strategist and author of The Science of Brand Associations: Win Minds, Win Markets. Ulli explains how the brain stores brand memories, why associations predict sales, and how companies and personal brands can create stronger influence in any category.
If you want to build a brand that instantly comes to mind—and comes with positive meaning—this episode is the blueprint.
Find the book on Amazon at: https://amzn.to/4or3zOO
Learn more about Ulli: https://first-the-trousers.com/
- 01:25 – Meet Uli Applebaum & his new book, The Science of Brand Associations
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03:05 – What a "brand association network" actually is (in brain science terms)
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05:15 – Why marketers ignore brand associations—and why it's a massive mistake
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09:32 – Functional vs. meaningful associations (Geico, McDonald's, Rolex, Nutella)
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14:28 – The five types of brand meaning: cultural, social, emotional, symbolic, functional
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25:03 – How to start building stronger brand associations for yourself or your company
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30:40 – The biggest mistake brands make with visual identity and brand assets
- 40:21 – Practical steps: consistency, emotional resonance, storytelling, and relevance
This is the Brands On Brands Podcast with Brandon Birkmeyer
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