Build a Better Agency Podcast Episode 532 The Science of Brand Building with Ulli Appelbaum
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Dec 14, 2025 Ulli Appelbaum, a brand strategist and author of "The Science of Brand Associations," shares insights from his extensive agency experience. He discusses the critical role of emotional resonance in brand memory and how consistent brand presence drives growth. Ulli explains the importance of data-driven branding, offering frameworks to select effective brand associations. He highlights the power of memorable characters and jingles over traditional logos and emphasizes the need for strategies that focus on emotional storytelling, even in B2B markets.
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Brand Equals A Memory Network
- A brand is a network of memories made of associations, experiences, emotions, and benefits connected to an offering.
- Strong connection between those nodes speeds recall and drives purchase likelihood.
Emotion Deepens Memory Imprint
- Emotional brand encounters create bigger, deeper memory imprints than neutral ones.
- Faster, stronger recall follows emotional engagement, improving brand choice at purchase.
Pick And Repeat Three To Five Associations
- Define three to five core associations you want your brand to own and connect them to distinctive assets.
- Consistently repeat those associations across touchpoints to strengthen memory links.
