391. Ulli Appelbaum. The Science of Brand Associations.
Ulli Appelbaum
December 11, 2025
Listen to full episode :
In this episode, ward-winning brand strategist and author Ulli Appelbaum discusses how science, specifically cognitive psychology and neuroscience, illuminates the way brands live in our minds. Drawing on his new book The Science of Brand Associations: Win Minds, Win Markets, he explains that understanding how memories and associations form can make brand strategy more effective and measurable.
He outlines how two scientific frameworks, associative network theory and neural network models of memory, explain what happens when consumers think about brands and why those associations determine purchase behavior. Ultimately, effective branding isn’t guesswork—it’s applied cognitive science. Brands win minds first, and markets follow.
Key insights from the conversation include:
Associative network theory describes how information is stored as “nodes” in the brain, each representing experiences, ideas, or emotions, and how connections between them strengthen recall. When one node (like a mascot or slogan) is activated, related memories “light up” automatically.
Neuroscience adds the biological layer, showing that memory formation changes the brain physically through engrams and synaptic links. When linked concepts are repeatedly paired, they become neurologically wired together (“cells that fire together wire together”).
Strong associations drive purchase decisions. The brand that comes to mind first in a buying moment is most likely to be chosen.
Refreshing brand associations requires letting old meanings fade (by no longer reinforcing them) while strengthening new ones through consistent messaging and experiences.
Data supports long-term brand investment: only 5% of customers are “in market” at any time, and the optimal marketing mix is about 60% brand-building and 40% performance marketing.
Internal alignment is essential. Many companies falter because leadership teams lack clarity on what their brand stands for.
Click to purchase the book
Ulli Appelbaum is an award-winning brand strategist, author, and founder of the consulting firm First The Trousers Then The Shoes Inc. With over 25 years of global experience, he has helped shape growth strategies for some of the world’s most iconic brands—including Unilever, Procter & Gamble, Nestlé, General Mills, Harley-Davidson, Wrigley, and Hallmark—across the U.S., Europe, Latin America, and Asia.
Before launching his firm in 2014, Ulli held senior strategic leadership roles at top global agencies including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro. His work has earned seven Effie Awards and the ARF Ogilvy Award for Excellence in Research.
Ulli is the author of the best-selling “Brand Positioning Workbook” and creator of the widely used “Brand Positioning Method Cards” and “Aha! The Ultimate Insight Generation Toolkit,” which have become go-to resources for thousands of marketers and strategists worldwide. His latest book, “The Science of Brand Associations: Win Minds, Win Markets,” breaks new ground by translating decades of neuroscience and marketing science into actionable strategies for building stronger brands.
A frequent contributor to industry publications and a regular guest on branding and marketing podcasts, Ulli also lectures at the University of Minnesota’s Hubbard School of Journalism and Mass Communication.
Follow & Learn More:
Ulli Appelbaum