On Brand: A Podcast About Branding For Brand Builders, By Brand Builders

How do brands really live in our minds? According to Ulli Applebaum, it’s all about associations — the complex web of meanings and emotions that define how people see your brand. This week on On Brand, the international strategy veteran and author of The Science of Brand Associations shares how we can use science, not guesswork, to build brands that stick. What You'll Learn Why brand associations are the “operating system” that shapes every strong brand How science explains the way memories form—and how marketers can build stronger ones The difference between positive and negative associations (and how to fix the latter) Why distinctiveness and focus matter more than ever for new brands Simple, science-backed tools to audit and strengthen your brand’s mental network Episode Chapters (00:00) Intro (01:20) Why no one has written about brand associations—until now (03:40) The brain science behind how brands live in memory (06:20) Brand associations as your brand’s operating system (08:0