Why Brand Associations Outlast Trends

Brands don’t live in campaigns… they live in memory.

In this episode of Marketing Trends, Ulli Appelbaum, Founder & CSO of First The Trousers Then The Shoes, joins Stephanie Postles to unpack how brand associations and mental availability determine what people choose long after the ad ends.

From Geico’s 15%, Snickers’ hunger fix, and Nike’s evolution of “Just Do It,” to Salesforce’s AI rebrand and Harley-Davidson’s Jumpstart, Ulli reveals why the brands that last are the ones that refresh old memories instead of chasing new fads.

Key Moments:  

0:00 The Hidden Power of Brand Associations

2:03 Ulli Appelbaum Explains the Science of Memorable Brands

4:20 The Problem With Trendy Marketing Playbooks

6:00 How Geico and Snickers Built Brand Memories

8:10 Changing Brand Perception Is Hard

11:00 How Nike Avoided a Rebranding Fail

14:00 Three Elements Every Effective Campaign Needs

18:00 Evidence-Based Marketing and Brand Association

24:00 US Marketers Have Lost Their Edge

30:20 Most Customer Journey Maps Waste Time

33:00 The Touchpoint That Changes Customer Behavior

37:00 Creative Problem Solving and Destructive Thinking

47:30 The 95 Percent Rule for Balancing Brand With Sales

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