How Brands Like KitKat Dominate Through Emotional Triggers
with Ulli Appelbaum, Founder & Chief Strategy Officer
Audio Only
Episode Description
Why do some brands just click in your mind? In this inspiring episode of StrategyCast, you’ll learn how to engineer sticky, profitable associations for your brand and use emotional memory to power breakthrough growth!
Listen & Learn
- How the emotional experiences associated with a brand influence customer loyalty and memory.
- Scientific insights about what happens in the brain when someone recalls a brand.
- The importance of consistency across all brand touch points, and the practical steps brands can take to ensure this consistency, especially between marketing and sales.
- How brands can use experiences and sensory elements to build strong, memorable associations, even in categories like packaged goods.
- Common mistakes brands make such as guessing customer associations or changing their strategy too often.
- Why it’s crucial for brands, especially smaller or emerging ones, to focus on a few relevant, emotionally resonant associations rather than trying to be everything to everyone.
- How marketers can validate consumer brand associations beyond internal brainstorming or assumptions.
- The rational and emotional benefits in brand positioning, and how to balance these two when crafting a brand’s associations and messaging.
Guest Bio
Ulli Appelbaum is an award-winning brand strategist, author, and founder of First The Trousers Then The Shoes Inc. He has developed brand strategies for Unilever, P&G, Nestlé, Harley-Davidson, and more across four continents. A former strategy lead at BBDO, Leo Burnett, and Fallon Worldwide, he’s the author of the best-selling Brand Positioning Workbook and the new release The Science of Brand Associations. His tools are used by thousands of marketers globally.
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