Episode 532 The Science of Brand Building with Ulli Appelbaum

In this episode of the Build a Better Agency podcast, host Drew McLellan interviews Ulli Appelbaum, author of "The Science of Brand Associations," about using data and science to build stronger brands. Ulli shares insights from his research, emphasizing the importance of brand associations, emotional connections, and consistent messaging. They discuss frameworks for assessing brand potential, the power of brand characters, and strategies for agencies to help clients make better, data-backed decisions. Ulli provides practical tools and advice for agencies to improve their brand-building efforts and differentiate themselves in the marketplace, highlighting the need for simplicity, distinctiveness, and a focus on core brand associations.