How Great Brands Stick: Ulli Appelbaum on Brand Associations, Memory & Growth

About this episode

Ulli Appelbaum discusses the science behind brand associations and their impact on memory and growth in branding.

What makes a brand truly stick? In this episode of The Unified Brand Podcast , Chris welcomes back brand strategist, author and founder of First The Trousers, Then The Shoes, Ulli Appelbaum , to unpack the science behind brand associations and why they play such a powerful role in growth. Udi explains how brands are built in memory, why emotion and relevance matter more than most marketers realise, and how strong association networks influence what customers choose in the moment of purchase. They explore: what brand associations actually are why memory, emotion and personal relevance drive brand choice how positioning connects to associations the role of distinctive brand assets like packaging, sound and shape why consistency beats constant reinvention how brands like Coke, Nutella, Red Bull, Snickers and Ferrero Rocher create lasting mental availability why some newer brands hook attention but struggle to sustain loyalty This is a practical conversation for founders, marketers and business leaders who want to build brands that are not just seen, but remembered. Connect with Ulli Appelbaum Website: https://first-the-trousers.com/ulli-appelbaum/ Consultancy…

People in this episode

Host: Chris

Guest: Ulli Appelbaum

Topics covered

• brand associations
• memory
• growth
• emotion
• relevance
• brand choice
• distinctive brand assets

Keywords

• brand strategy
• marketing
• customer choice
• mental availability
• loyalty
• positioning
• packaging

Mentioned in this episode

Organizations: First The Trousers, Then The Shoes, Coke, Nutella, Red Bull, Snickers, Ferrero Rocher

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