Published by NewsPR Today | August 2025
Brand strategist Ulli Appelbaum released a new book titled The Science of Brand Associations: Win Minds, Win Markets. This 114-page hardcover is the first in-depth guide focused entirely on brand associations—a core idea Appelbaum calls the “operating system” of marketing.
Instead of relying on opinions or trends, Appelbaum based the book on decades of solid research from neuroscience, cognitive psychology, and marketing science. He made it clear that his goal was to provide marketers with clear, practical tools—not just theories.
“I avoided opinion-based ideas on purpose,” Appelbaum said in the press release. “They often confuse more than they help. This book is grounded in data and real evidence.”
What the Book Covers
The book explains why brand associations—what people remember and feel about a brand—are at the heart of how marketing works. These mental connections shape how people view a brand, influence what they remember, and often determine what they buy.
Appelbaum explains that brands aren’t just logos or ads—they live in people’s minds as a network of thoughts, feelings, and memories. And strong brand associations can lead to faster growth, higher prices, more loyal customers, and better results during economic downturns.
The book includes:
- 10 research-backed reasons why brand associations drive business success
- 9 proven strategies to build these associations
- 14 clear principles that help brands grow
- Diagnostic tools and scorecards to measure and improve brand health
Backed by Leading Experts and Research
Appelbaum built his approach using insights from well-known marketing experts like Byron Sharp, Jenni Romaniuk, Mark Ritson, and Kevin Lane Keller. He also used data from respected research firms including Ipsos and Kantar.
The book avoids being too academic and focuses instead on how to apply the research in real-life branding work. Jacob Cass, co-host of the JUST Branding Podcast, praised the book for connecting marketing science with practical branding techniques. He called it the “operating system behind how brands actually grow.”
About the Author
Ulli Appelbaum has more than 25 years of experience in brand strategy. He’s worked with top global companies like Unilever, Procter & Gamble, Nestlé, Harley-Davidson, and General Mills across four continents.
Before founding his own consulting firm, First The Trousers Then The Shoes Inc., in 2014, Appelbaum held top strategy roles at major ad agencies like BBDO Germany, Leo Burnett Chicago, Fallon Worldwide, and SapientNitro.
He’s received seven Effie Awards and an ARF Ogilvy Award for excellence in research. He’s also the author of several other branding tools, including The Brand Positioning Workbook and Aha! The Ultimate Insight Generation Toolkit, both widely used by marketers.
Appelbaum teaches branding as a guest lecturer at the University of Minnesota and contributes to marketing publications in both the U.S. and Europe. He’s also a regular podcast guest and keynote speaker.
Industry Response and Market Impact
Early feedback suggests that this book could become a key resource for brand strategists and marketers. Paul Chibe, CEO of Pabst Brewing Company, said that many marketers waste money by working without a clear plan. He believes this book offers the tools needed to build stronger brands.
Jami Guthrie, VP of Strategy at McDonald’s, said the book’s focus on how brand associations form and are remembered leads to “better marketing, better strategies, and better results.”
Despite the central role of brand associations in marketing, this is currently the only book on Amazon dedicated entirely to the subject.
Who It’s For
The book is aimed at marketing professionals, brand strategists, and agency leaders. Whether you’re starting a new brand, refreshing an old one, or improving an existing strategy, this guide offers a step-by-step way to build better brand associations.
Availability and Extras
The book is available in hardcover for $44.90, paperback for $29.90, and Kindle for $19.90. It has 114 pages and is listed under ISBN-13: 979-8296542403.
It reached #5 in Amazon’s Global Marketing category and became the #1 New Release in that category as well. Readers also get access to bonus materials like brand assessment scorecards, visual guides to the 14 principles, and a list of the “16 deadly sins” of brand management.
Why It Matters Now
This book comes at a time when the marketing industry is moving away from guesswork and towarddecisions. For example, PPC Land recently reported that spending on programmatic ads is expected to rise by 72% in 2025. More marketers are focusing on what the data shows, and how people actually think and behave.
Brand associations play a major role in digital advertising, where it’s now easier to measure brand awareness and perception. As more marketers look for strategies that truly work, Appelbaum’s research-based approach offers a timely and valuable resource.
