S07.EP10 - The Science of Brand Associations with Ulli Appelbaum

In this episode of JUST Branding, we’re joined by Ulli Appelbaum, globally respected brand strategist, founder of First The Trousers, and author of The Science of Brand Associations. Ulli has spent years helping organisations understand how brands grow by shaping the associations people hold in memory. In this conversation, we unpack one of the most important and often misunderstood areas of branding: how associations are formed, strengthened, measured, and used to drive real business growth. We explore why some brands own clear memory structures while others remain vague, how emotion and storytelling help build associations, and what marketers often get wrong about consistency, distinctiveness, and meaning. If you want to build a brand that is easier to notice, easier to remember, and easier to choose, this episode will give you a practical look at the science behind brand growth.