HIGHLIGHTS

• What is a brand? 
• Manage your brand's "Association Bundles", or consumers will
• Marketing has become trajectional because of technology
• Agencies no longer invest as much on their people with training
• Just because you can, doesn't mean you have to 
• The rebirth of traditional knowledge
• Just talk to real people 
• On refreshing brand associations for the modern consumer 
• Find the most relevant associations of your brand and nurture them
• Marketing doesn't have to be complex
• Always be looking for differentiation
• Refreshing and unique ideas do not come from your comfort zone

QUOTES

Ulli: "The brand is the sum of all the associations consumers have about your offering." 

Ulli: "As a marketer, if you don't manage these associations or decide which associations you want to build, consumers will create automatic associations, that's just how the brain is wired."

Garrio: "The prevailing narrative right now is the customers define what the brand is, and so on. But by taking this intentional approach and understanding the mechanics that a user will use to define your brand, the marketer now has a little bit more control over architecting the kind of experience they want to have."

Ulli: "People look at brands as coming back to bundles of association. Which are the ones you want to nurture and which are the ones you want to build, and which are the ones you want to move away from? It's not about a framework with 26 little buckets inside on strategic nuances and details. It's either you are an expert, or you have soft paper, or you are the bear, or you are really cheap. It's as basic as that." 

Ulli: "Empathy is not, 'we're both educated, we both believe in these social issues, we empathize together.’ No, empathy is really empathizing with someone whose point of view you completely disagree with. And that is so extremely difficult and that's what we have lost over the last 10 years." 

Follow the link below to learn more about Ulli Appelbaum:

• Linkedin: https://www.linkedin.com/in/ulliappelbaum/
• Book: https://www.amazon.com/dp/B09RM46WFB/ref=tsm_1_fb_lk

This series is being put together in collaboration with AIGA Minnesota - one of the largest chapters of AIGA, that works to enhance the value and deepen the impact of design across all disciplines of business, society, and our collective future.

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Curious, a group of B2B marketers helping their clients define a conversation that is unique, relevant, and honest with their ideal customers. They then help their clients find their ideal audience to start the conversation by pushing content through the most efficient channels, whether that be traditional or digital.