UN 391 - Ulli Appelbaum. The Science of Brand Associations.

Up Next with Gabriella Mirabelli · Dec 11, 2025 · 28m

Ullie Appelbaum, brand strategist and author of The Science of Brand Associations, explains how cognitive psychology's associative network theory and neuroscience research inform brand building. The conversation covers how information is stored as connected nodes in memory, the 5-95 rule showing brand predisposition represents 70% of future sales, and the 60-40 optimal mix of brand building to performance marketing. Appelbaum discusses how cultural associations age and require modernization, methods for shifting brand associations, creating differentiation in commodity categories, and why…