Marketing Doris attended CIM’s latest member exclusive webinar, “Unlocking Growth Through a Powerful Brand Identity,” hosted by Max Stricker, and it was a masterclass in marketing science meets real-world application.

On 24th September, CIM members tuned in for a 45-minute-deep dive into the psychology of brand building, led by Max Stricker - marketing consultant, course leader at the University of West London, and CIM course director. With over 2,000 global participants trained through his workshops, Max brought a wealth of experience and a refreshingly practical approach to the session.

The Big Idea: Attention Alone Isn’t Enough

Max kicked off with a bold claim - attention is meaningless without associations. Using the example of Budweiser’s viral Super Bowl ads—loved by millions but failed to drive sales, he illustrated how even the most talked-about campaigns can fall flat if they don’t build relevant mental connections with the brand.

Key Takeaways for Marketers

Here’s what we learned (and what you’ll want to apply immediately):

• Brand Identity = Mental Associations - Your brand identity lives in the minds of your audience. It’s not your logo, your tagline, or your colour palette—it’s the sum of all associations people link to your brand.

• You Need Two Types of Associations
• Distinctive Brand Assets - Think Pringles’ moustachioed mascot or Mastercard’s overlapping circles. These make your brand instantly recognisable.
• Category Entry Points (CEPs) - These are the situations or needs that trigger brand consideration—like reaching for Häagen-Dazs on a hot summer night or during a cinema trip.

• Associative Attention Is the Magic Formula - Max introduced the Associative Attention Framework, which combines:
• What to build attention for (your brand associations)
• How to get attention (creative execution + media mastery)

This dual focus ensures your brand doesn’t just get noticed—it gets remembered.

• Avoid Common Pitfalls - Max shared three traps marketers often fall into:
• Attention without association - Eye-catching ads that don’t link back to the brand.
• Trying to say too much - Overloaded messaging dilutes impact.
• Inconsistency across touchpoints - If your packaging doesn’t match your advertising, you’re wasting your efforts.

• Think Long-Term - Building brand identity is a marathon, not a sprint. Max urged marketers to be patient, plan strategically, and resist the temptation to constantly reinvent. Evolution beats revolution - every time.

A Brand That’s Getting It Right

Max spotlighted PerfectTed, a fast-growing UK matcha brand, as a shining example of associative attention in action. From leveraging their founder story to clever sampling during London’s tube strike, they’re nailing both attention and relevance, on a shoestring budget.

Final Thought

If you’re serious about brand growth, Max’s advice is clear - focus on building and reinforcing associations over time. Attention starts the conversation, but associations make it last.