Brand strategist releases evidence-based guide to brand associations

Brand strategist Ulli Appelbaum announced the release of The Science of Brand Associations: Win Minds, Win Markets on August 18, 2025. The 114-page hardcover publication represents the first comprehensive, evidence-based guide focused exclusively on brand associations, a concept Appelbaum argues serves as the operating system of marketing.

According to the press release distributed August 19, 2025, the book draws on cutting-edge neuroscience, cognitive psychology, and decades of evidence-based marketing research. Appelbaum deliberately avoided opinion-based frameworks in favor of approaches supported by rigorous data and research.

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

The publication addresses what Appelbaum identifies as marketing's most overlooked yet essential concept. The book contends that brands function 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 purchase decisions.

Scientific foundation and methodology

The Minneapolis-based strategist constructed the book around findings from cognitive psychology and neuroscience. The research demonstrates that brand associations allow brands to grow faster than competition, acquire more customers, command higher price premiums, and weather recessions more effectively.

The publication includes 10 data-backed reasons why brand associations drive business results, nine proven strategies, and 14 evidence-based principles for building stronger brand association networks. Diagnostic scorecards and practical frameworks enable readers to assess and strengthen brand health.

Appelbaum incorporated insights from respected thought leaders including Mark Ritson, Byron Sharp, Jenni Romaniuk, and Kevin Lane Keller. Global research firms such as Ipsos and Kantar contributed data to support the frameworks presented.

The book maintains focus on practical application rather than theoretical discussion. According to Jacob Cass, co-host of the JUST Branding Podcast, "Ulli connects the dots between marketing science and real-world branding like no one else. This is the OS behind how brands actually grow."

Professional background and credentials

Appelbaum brings more than 25 years of global brand strategy experience to the publication. His client portfolio spans four continents and includes Unilever, Procter & Gamble, Nestlé, General Mills, Harley-Davidson, Chrysler, and additional blue-chip brands.

Prior to founding boutique strategy consultancy First The Trousers Then The Shoes Inc. in 2014, Appelbaum held senior strategy roles at top global agencies. His positions included Head of Strategy at 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. Previous publications include "The Brand Positioning Workbook," "Brand Positioning Method Cards," and "Aha! The Ultimate Insight Generation Toolkit," which continue to guide thousands of marketers worldwide.

Appelbaum serves as a guest lecturer at the University of Minnesota's Hubbard School of Journalism and contributes to marketing publications in the United States and Europe. He frequently appears as a podcast guest and keynote speaker.

Industry reception and market positioning

Early industry reception positions the book as a strategic classic in development. Paul Chibe, CEO of Pabst Brewing Company, noted, "Too often today, marketers operate without direction or focus, wasting precious investment. This book delivers the frameworks needed to build powerful, winning brands."

The publication addresses a gap in available literature. Despite the foundational role of brand associations in brand building, this marks the only book on Amazon focused solely on the topic.

Jami Guthrie, VP of Strategy, Insights & Prioritization at McDonald's, emphasized the practical implications: "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."

The book targets marketers, brand strategists, and agency leaders seeking to audit, build, and strengthen their brand association networks. The content applies to professionals launching startups, revitalizing legacy brands, or refining marketing strategies.

Publication details and availability

The book launched through independent publishing on August 18, 2025. The hardcover edition costs $44.90, with paperback available at $29.90. A Kindle edition is priced at $19.90.

The 114-page publication carries ISBN-13: 979-8296542403. Print dimensions measure 7.24 x 0.46 x 10.24 inches with a weight of 9.9 ounces. The reading age is listed as 14-18 years.

Amazon rankings show the book reaching #5 in Global Marketing and #25 in Market Research Business categories. The publication achieved #1 New Release status in Global Marketing.

Free bonus materials accompany the book, including scorecards for brand association network assessment, infographics covering the 14 proven principles of brand growth, and the 16 deadly sins of brand management. A self-assessment tool allows readers to evaluate their brand performance against science-backed principles.

Significance for marketing community

The publication arrives as the marketing industry increasingly emphasizes evidence-based approaches over traditional opinion-driven strategies. PPC Land has documented this shift through coverage of data-driven marketing trends, including the 72% increase in programmatic advertising investment planned for 2025.

Brand associations gain particular relevance in digital advertising environments where measurement capabilities enable precise tracking of consumer perception and brand recall. Recent PPC Land analysis shows 80% of marketers emphasizing cross-channel measurement, aligning with Appelbaum's focus on systematic brand building approaches.

The scientific approach contrasts with the marketing industry's historical reliance on creative intuition and opinion-based frameworks. Research covered by PPC Land demonstrates growing demand for evidence-based marketing resources among professionals seeking competitive advantages.

Connected TV's emergence as a brand-building platform, documented extensively on PPC Land, creates new opportunities for implementing brand association strategies. With 80% of respondents identifying CTV as primarily achieving brand objectives, Appelbaum's frameworks offer timely guidance for optimizing these investments.

The book's emphasis on mental availability and distinctive brand assets addresses core challenges in digital advertising attribution and measurement. As privacy regulations reshape targeting capabilities, brand associations provide alternative pathways for sustainable competitive advantage.

Marketing professionals working with international brands face particular complexity in building consistent brand associations across diverse markets. Appelbaum's global experience with agencies and clients in Europe, Asia, Latin America, and the United States informs frameworks designed for multinational application.

Timeline

• August 18, 2025: Book publication date and official release
• August 19, 2025: Press release distribution announcing the publication
• 2014: Appelbaum founded First The Trousers Then The Shoes Inc.
• 2016: PPC Land founded as digital marketing news source
• May 2025: PPC Land published guide to essential marketing publications
• February 2025: PPC Land reported on programmatic advertising growth reaching 72%

Summary

Who: Ulli Appelbaum, an award-winning brand strategist with over 25 years of global experience, working with clients including Unilever, Procter & Gamble, Nestlé, and Harley-Davidson.

What: Publication of "The Science of Brand Associations: Win Minds, Win Markets," a 114-page evidence-based guide to building stronger brands through scientific understanding of how associations form and function in consumer minds.

When: August 18, 2025, with press release distributed August 19, 2025.

Where: Published independently and distributed through Amazon globally, with the author based in Minneapolis, Minnesota.

Why: To address the gap between opinion-based branding advice and scientific evidence, providing marketers with rigorous, data-backed frameworks for building brands that grow faster, acquire more customers, and command higher premiums.

PPC Land explains

Brand Associations: Mental networks of meanings, feelings, and experiences stored in consumers' minds that connect to specific brands. According to cognitive psychology research cited in Appelbaum's work, these associations function as the operating system that drives brand growth by shaping perception, triggering recall, and ultimately determining purchase decisions. They represent the foundational concept underlying all successful brand building efforts.

Evidence-Based Marketing: A systematic approach to marketing strategy that relies on rigorous data, research, and scientific findings rather than opinion-based frameworks or creative intuition. Appelbaum deliberately structured his methodology around this principle, avoiding philosophical approaches in favor of those supported by measurable evidence from neuroscience and cognitive psychology studies.

Cognitive Psychology: The scientific study of mental processes including perception, memory, and decision-making that forms the theoretical foundation for understanding how brand associations develop and function. The book draws extensively from this field to explain how consumers store, retrieve, and act upon brand-related information in their minds.

Neuroscience: The study of the nervous system and brain function that provides scientific insights into how brand associations are formed and retrieved at the neurological level. According to the publication, cutting-edge neuroscience research demonstrates the biological mechanisms underlying brand preference and purchase behavior.

Brand Strategy: The long-term planning and execution of marketing approaches designed to build distinctive, memorable, and valuable brand positioning in consumers' minds. Appelbaum's 25 years of global experience encompasses this discipline across four continents with blue-chip clients including Unilever, Procter & Gamble, and Harley-Davidson.

Marketing Frameworks: Systematic methodologies and tools that guide strategic decision-making in brand building and campaign development. The book provides diagnostic scorecards, practical frameworks, and evidence-based principles that marketers can apply to assess and strengthen their brand association networks.

Consumer Behavior: The study of how individuals make decisions about purchasing, using, and disposing of products and services. The publication examines how brand associations influence consumer perception, recall, preference formation, and ultimate purchase decisions through scientific analysis of behavioral patterns.

Digital Marketing: The practice of promoting brands and products through digital channels including search engines, social media, connected TV, and programmatic advertising platforms. The book's relevance extends to digital environments where measurement capabilities enable precise tracking of brand association effectiveness and consumer response patterns.

Programmatic Advertising: Automated buying and selling of digital advertising space using data and algorithms to target specific audiences. Recent industry data shows 72% of marketers planning to increase programmatic investment in 2025, creating opportunities to apply brand association strategies in data-driven advertising environments.

Brand Building: The systematic process of creating awareness, recognition, preference, and loyalty for a brand through consistent messaging, visual identity, and consumer experiences. Appelbaum's approach emphasizes scientific understanding of how associations form in consumer minds rather than relying on traditional creative-driven methods alone.