New Book by Ulli Appelbaum Unpacks Brand Associations as the Key to Winning Minds and Markets

In his new book, The Science of Brand Associations: Win Minds, Win Markets (Publication August 18, 2025), Appelbaum draws on neuroscience, cognitive psychology and decades of evidence-based marketing research, aiming to reveal the hidden operating system that drives brand growth — and why mastering it is no longer optional in today's crowded marketplace, says the brand strategist.

"Ulli connects the dots between marketing science and real-world branding like no one else. This is the OS behind how brands actually grown," says Jacob Cass, Co-host of JUST Branding Podcast.

While most branding advice remains opinion-based or driven by fads, Appelbaum aims for his approach to be rigorous and practical. The book distills decades of research into a hands-on playbook for marketers, brand strategists and agency leaders who want to audit, build and strengthen their brand association networks, says the brand strategist.

"While researching this book, I deliberately avoided opinion-based frameworks or philosophies in favour of those supported by rigorous data and research. The former typically just confuse and don't provide any clarity or direction," says Appelbaum.

The Core Idea: Associations Drive Brand Growth and Success

Appelbaum argues that brand associations aren't just one component of branding; they are the one concept that silently drives every successful brand.

Cognitive psychology and neuroscience show us that brands are mental networks of meanings, feelings and experiences stored in consumers' minds and memories. They shape perception, trigger recall, drive preference and ultimately determine purchase. They allow brands to grow faster than the competition, acquire more customers, command a higher price premium and weather recessions better, says the brand strategist.

In the book, Appelbaum outlines:

• 10 data-backed reasons why brand associations drive business results.
• Nine strategies and 14 evidence-based principles for building stronger brand association networks.
• Diagnostic scorecards and practical frameworks to assess and strengthen brand health.
• Insights from thought leaders including Mark Ritson, Byron Sharp, Jenni Romaniuk, Kevin Lane Keller, and global research firms such as Ipsos and Kantar.

"Too often today, marketers operate without direction or focus, wasting precious investment. This book delivers the frameworks needed to build powerful, winning brands," says Paul Chibe, CEO of Pabst Brewing Company.

A Strategic Classic in the Making

The Science of Brand Associations: Win Minds, Win Markets is reportedly becoming the go-to resource for brand builders who are tired of fads and ready to embrace science-backed and evidence-based strategies, says the brand strategist.

"Understanding how brand associations are formed and retrieved doesn't just lead to smarter marketing — it leads to better strategies, better stories, and better results," says Jami Guthrie, VP of Strategy, Insights & Prioritization at McDonald's.

A Career Built on Results

With more than 25 years of global brand strategy experience, Appelbaum has worked with blue-chip clients across four continents, including Unilever, Procter & Gamble, Nestlé, General Mills and Harley-Davidson, says the brand strategist.

Prior to founding his boutique strategy consultancy First The Trousers Then The Shoes Inc. in 2014, he held senior strategy roles at global agencies such as BBDO Germany, Leo Burnett Chicago, Fallon Worldwide and SapientNitro. His work has earned seven Effie Awards and an ARF Ogilvy Award for Excellence in Research, says the brand strategist.

He is also the author of several marketing resources, including The Brand Positioning Workbook, Brand Positioning Method Cards and Aha! The Ultimate Insight Generation Toolkit, which all continue to guide thousands of marketers worldwide, says the brand strategist. Appelbaum is also a guest lecturer at the University of Minnesota's Hubbard School of Journalism, and a podcast guest and keynote speaker.

"The science and data don’t lie," concludes Appelbaum. "Brands that understand and consistently apply these principles grow faster, build stronger preference and outperform their competitors. The real question is: do marketing leaders have the discipline to execute consistently?"

For more information, visit www.first-the-trousers.com. You can also follow Ulli Applebaum on LinkedIn, or on Instagram.

*Image courtesy of contributor