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

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: https://first-the-trousers.com/ LinkedIn (Ulli Appelbaum): https://www.linkedin.com/in/ulliappelbaum LinkedIn (First The Trousers Then The Shoes): https://www.linkedin.com/company/first-the-trousers-then-the-shoes Explore Ulli’s Books Amazon Author Page (UK): https://www.amazon.co.uk/stores/author/B09RMLG5BK Amazon Author Page (US): https://www.amazon.com/stores/author/B09RMLG5BK ----------------- 👉 Take the FREE 4-Minute Brand Power Assessment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠Brand Power Scorecard⁠⁠⁠⁠⁠⁠⁠⁠⁠ Watch podcast clips & deep dives on YouTube: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Elements Brand Management⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Other Social Channels YouTube - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.youtube.com/channel/UCB1DttwtvyIL5wOAewMSeRw⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Instagram - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/elementsbrandmanagement/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Facebook - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/ElementsBrandManagement/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ X - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://twitter.com/ElementsBrand ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/36BQX00⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Free Brand Development Resources How strong is your brand? Take our brand assessment and find out - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bit.ly/2VksUSj⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Brand Building Course - Learn how to build a magnetic brand that stands out from the competition and grows your business - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://bit.ly/2Zw5dos⁠⁠⁠