New Book Reveals Science Behind Successful Brand Building Through Association Networks

Internationally recognized brand strategist Ulli Appelbaum has released what is being hailed as a modern marketing classic that transforms how brands connect with consumers. The book, titled "The Science of Brand Associations: Win Minds, Win Markets," represents the first comprehensive, evidence-based guide on how truly successful brands are built, drawing on cutting-edge neuroscience, cognitive psychology, and decades of marketing research.

Appelbaum's central thesis challenges conventional branding wisdom by demonstrating that brand associations are not merely one component of branding but rather the fundamental operating system that silently drives every successful brand. According to the research presented, cognitive psychology and neuroscience reveal that brands exist as mental networks of meanings, feelings, and experiences stored in consumers' minds and memories. These networks shape perception, trigger recall, drive preference, and ultimately determine purchasing decisions.

The book provides marketers, brand strategists, and agency leaders with practical tools for auditing, building, and strengthening brand association networks. Appelbaum deliberately avoided opinion-based frameworks in favor of those supported by rigorous data and research, stating that opinion-based approaches typically confuse rather than provide clarity or direction. The methodology includes 10 data-backed reasons why brand associations drive business results, 9 proven strategies, and 14 evidence-based principles for building stronger brand association networks.

Industry leaders are already recognizing the book's significance. Jacob Cass, co-host of the JUST Branding Podcast, describes it as "the OS behind how brands actually grow," while Paul Chibe, CEO of Pabst Brewing Company, notes that the book delivers frameworks needed to build powerful, winning brands at a time when marketers often operate without direction or focus. Jami Guthrie, VP of Strategy, Insights & Prioritization at McDonald's, emphasizes that understanding how brand associations are formed and retrieved leads to smarter marketing, better strategies, better stories, and better results.

The practical applications extend beyond theoretical concepts, with the book offering diagnostic scorecards and frameworks to assess and strengthen brand health. Appelbaum draws insights from respected thought leaders including Mark Ritson, Byron Sharp, Jenni Romaniuk, and Kevin Lane Keller, as well as global research firms such as Ipsos and Kantar. The approach demonstrates how brands that master association networks can grow faster than competitors, acquire more customers, command higher price premiums, and weather economic downturns more effectively.

Appelbaum brings more than 25 years of global brand strategy experience to the work, having consulted with blue-chip clients across four continents including Unilever, Procter & Gamble, Nestlé, General Mills, and Harley-Davidson. Prior to founding his boutique strategy consultancy First The Trousers Then The Shoes Inc. in 2014, he held senior strategy roles at top global agencies including BBDO Germany, Leo Burnett Chicago, Fallon Worldwide, and SapientNitro. His previous marketing resources, including "The Brand Positioning Workbook" and "Aha! The Ultimate Insight Generation Toolkit," have guided thousands of marketers worldwide.

The book's release comes at a critical time when marketing investments face increasing scrutiny and the marketplace grows more crowded. Appelbaum argues that the science and data demonstrate that brands understanding and consistently applying these principles grow faster, build stronger preference, and outperform competitors. The real challenge, according to the author, lies in whether marketing leaders possess the discipline to execute consistently on these evidence-based approaches rather than chasing temporary trends or opinion-driven strategies.