Brands don’t live in campaigns… they live in memory. In this episode of Marketing Trends, Ulli Appelbaum, Founder & CSO of First The Trousers Then The Shoes, joins Stephanie Postles to unpack how brand associations and mental availability determine what people choose long after the ad ends. From Geico’s 15%, Snickers’ hunger fix, and Nike’s evolution of “Just Do It,” to Salesforce’s AI rebrand and Harley-Davidson’s Jumpstart, Ulli reveals why the brands that last are the ones that refresh old memories instead of chasing new fads. Key Moments:  0:00 The Hidden Power of Brand Associations2:03 Ulli Appelbaum Explains the Science of Memorable Brands4:20 The Problem With Trendy Marketing Playbooks6:00 How Geico and Snickers Built Brand Memories8:10 Changing Brand Perception Is Hard11:00 How Nike Avoided a Rebranding Fail14:00 Three Elements Every Effective Campaign Needs18:00 Evidence-Based Marketing and Brand Association24:00 US Marketers Have Lost Their Edge30:20 Most Customer Journey Maps Waste Time33:00 The Touchpoint That Changes Customer Behavior37:00 Creative Problem Solving and Destructive Thinking47:30 The 95 Percent Rule for Balancing Brand With Sales 
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