Ulli Appelbaum

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.