Podcast appearances and mentions of jenni romaniuk

Brands today have endless choices to communicate. As budgets are always limited, two key questions are What is the best combination of media? and What makes our creative effective? The answer is complex and therefore it needs very clear thinking and experience. One person that can provide both is my guest Dan White. Dan has a career that includes decades as an insights professional, another decade as a Chief Marketing Officer and a third one as a brand advisor. Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking systems. He has advised famous, billion-dollar brands on how to thrive and his summaries and trademark drawings which he published in a series of books and on LinkedIN are praised by some of MARKENKRAFT most prominent English speaking guests like Jenni Romaniuk, Koen Powels, Paul Feldwick or Mark Ritson.

Today I'm joined by Jenni Romaniuk, Research Professor at Ehrenberg-Bass Institute, for a hugely valuable discussion around evidence-based marketing and insights.   Sponsored by https://www.b2bframeworks.com   Brought to you in partnership with https://awardsinternational.com   Further links: https://www.jenniromaniuk.com/ https://business.linkedin.com/marketing-solutions/b2b-institute/how-b2b-brands-grow https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/byron-sharp-v1.pdf https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/b2b-buying-behaviour-double-jeopardy.pdf https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/resources/pdfs/b2b-duplication-of-purchase.pdf https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b

Weiter geht's in der neusten Folge unseres Podcasts CXEinfachMachen – diesmal mit einem Blick auf die Zukunft der Marktforschung. Zu Gast ist Dr. Tizian Bonus, Chief Revenue Officer bei Appinio. Gemeinsam sprechen wir über die größten Herausforderungen der Branche – von ineffizienten Methoden über mangelnde Aussagekraft bis hin zu disruptiven Technologien wie AI. Tizian zeigt, warum klassische Ansätze wie der AIDA-Funnel oder veraltete Zielgruppensegmentierungen nicht mehr ausreichen – und wie moderne, psychologisch fundierte Methoden nicht nur präziser, sondern auch deutlich handlungsrelevanter sind. Mit im Gepäck: Einblicke in Konzepte wie Mental Market Share, Psychographics und Marketing Science à la Byron Sharp & Jenni Romaniuk – plus viele praxisnahe Beispiele, wie Appinio Forschung neu denkt. Ganz viel Spaß beim Reinhören, Tizian, Sebastian & Lukas Tizian Bonus: https://www.linkedin.com/in/dr-tizian-bonus/ CXEinfachMachen Academy: https://cxeinfachmachen-academy.mymemberspot.de/ CXEinfachMachen: www.cxeinfachmachen.de Sebastian: https://www.linkedin.com/in/sebastian-syperek-57b6aa19/ Lukas: https://www.linkedin.com/in/lukas-kauderer-a18473112/ CX fit Academy: https://www.cx-fit.com CXEinfachMachen - ein Podcast von Lukas Kauderer (CEO licili) und Sebastian Syperek (Principal UX Research - Kaiser X Labs. A company of Allianz) rund um den Bereich der Customer Experience, Marktforschung und dem Produktmanagement. In 30 - 45 Minütigen Podcast-Folgen sprechen die beiden über grundlegenden Themen rund um das Thema Kundenorientierung, zeigen Tools und Methoden des Customer Experience auf und erzählen über Ihre eigenen Erfahrungen.

Bedrijfsadviseur Kris Honraet bespreekt samen met Eveline Borgermans het boek Building Distinctive Brand Assets van Jenni Romaniuk. De IE-contactdagen van VLAIO: https://www.vlaio.be/nl/events?geolocation%5Bplaats%5D=&geolocation%5Bstraal%5D=20&thema%5B%5D=176 De opleiding Intellectuele Eigendom IE: e-learning module ism VDAB https://www.vdab.be/opleidingen/aanbod/O-AMI-801403/Intellectuele_eigendom De transcriptie kan je hier downloaden: www.vlaio.be/nl/media/2795

Jenni Romaniuk is a Research professor International Director of the Ehrenberg Bass Institute of the University of South Australia. The EBI Institute is the largest marketing research center in the world, busting pseudo science and marketing myths. They showed with empirical research that brands need to be brain friendly - meaning that we need to take the function of perception, memory and retrieval as a basis to think about how we can make brands grow. They urged marketers to focus on attracting light category buyers, showed them that greater loyalty amongst heavy users doesn't necessarily translate into market success, created the controversy with stating that distinctiveness trumps differentiation, and even more provocatively, that behavior drives perception, not the other way around. She wrote three highly influential books: “How Brands Grow Part 2”- coauthored with Byron Sharp, “Building distinctive Brand Assets and her newest “Better Brand Health”, is one of the leading researchers on brand equity, advertising effectiveness, distinctive brand assets, word of mouth, loyalty and brand growth and pioneered Mental Availability measurement and metrics.

In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.Understand marketing beyond promotionsHow marketing impacts business outcomesThe debate between differentiation and distinctivenessThe importance of balance and flexibility in marketing activitiesCan we redefine our approach to B2B marketing for better results? Tune in to find out!Links LinkedIn: Dom Hawes Website: Unicorny.co.uk Sponsor: Selbey Anderson Related Unicorny episodes:80. The Unicorny Marketing Manifesto: What marketing isOther items referenced in this episode:74. Breaking boundaries by bootstrapping broadcastUncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter WeinbergThis is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeekSegmentation, Targeting and Positioning (STP)64. Perfect positioning: April Dunford's playbook for successMarketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021"The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76How Brands Grow: What Marketers Don't Know by Byron SharpHow Brands Grow Part 2 by Jenni Romaniuk, Bryon SharpIt's time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek77. The secret sauce to marketers' mojo?AML group are shortlisted for an IPA awardChapter summariesIntroduction and recap of the last episodeDom Hawes sets the stage by revisiting key points from the last episode,...

In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing theories. Dom critiques the polarisation in marketing debates and highlights the necessity of nuanced, practical strategies for real-world success.Understand marketing beyond promotionsHow marketing impacts business outcomesThe debate between differentiation and distinctivenessThe importance of balance and flexibility in marketing activitiesCan we redefine our approach to B2B marketing for better results? Tune in to find out!Links LinkedIn: Dom Hawes Website: Unicorny.co.uk Sponsor: Selbey Anderson Related Unicorny episodes:80. The Unicorny Marketing Manifesto: What marketing isOther items referenced in this episode:74. Breaking boundaries by bootstrapping broadcastUncensored CMO, B2B brand building in the era of AI with Jon Lombardo and Peter WeinbergThis is the B2B century, and marketers will be the ones to lead it by Peter Weinberg & Jon Lombardo, MarketingWeekSegmentation, Targeting and Positioning (STP)64. Perfect positioning: April Dunford's playbook for successMarketing Management, Global Edition Paperback – International Edition, 24 Nov. 2021"The market-based assets theory of brand competition", B.Sharp, J.Dawes, K.Victory, Journal of Retailing and Consumer Services, Volume 76How Brands Grow: What Marketers Don't Know by Byron SharpHow Brands Grow Part 2 by Jenni Romaniuk, Bryon SharpIt's time we admit marketing jargon is holding the profession back by Johnny Corbett, MarketingWeek77. The secret sauce to marketers' mojo?AML group are shortlisted for an IPA awardChapter summariesIntroduction and recap of the last episodeDom Hawes sets the stage by revisiting key points from the last episode,...

It's been 5 years since Call to Action® captured our first of what's now over 140 heroes and allies from the industry front lines to have a chin-wag with. To celebrate, we're rereleasing a choice cut of our favourite episodes as part of a ‘Best Of' series.  In 2021, baited by a Bedouin birthing blanket, we caught big thinker and bestselling author, Paul Feldwick.  The man behind one of our favourite all time ad campaigns, Paul worked at the legendary agency BMP on some of Britain's most famous brands for over 30 years. Paul talks to us on tonnes of topics, including BMP, being the world's worst account manager, clowns, talking to real people, what brands can learn from Snow White, Jeremy Bullmore, PT Barnum, fame, shame, purpose, Mrs Brown's Boys, whether ads need to be "liked", Martin Boase, and a whole lot more.  ///// Check out his website  Follow Paul on LinkedIn We implore you to read both of his fabulous books:   Why Does the Pedlar Sing?  Anatomy of Humbug  And here's that famous Barclaycard ad with Rowan Atkinson  Timestamps (01:58) - Quick fire questions (07:20) - Paul's early career and transition to account planning (11:24) - Importance of entertaining advertising (17:29) - Discussion on fame in advertising (24:35) - The history of advertising and its impact on creativity (29:33) - The moral implications of advertising and the need for entertaining content (35:32) - Question on creative thinking in advertising and overcoming shame for fame (41:36) - Balancing likability and fame in advertising campaigns (47:07) - Pertinent posers  Paul's book recommendations are:  How Brands Grow by Byron Sharp  Building Distinctive Brand Assets by Jenni Romaniuk  /////

Brand tracking studies are a standard research tool for marketers who need to understand how people feel about their brand. The problem with them, according to brand health expert Jenni Romaniuk, is that they don't tell marketers what they really need to know to grow their brand.

This year marks 5 years since our maiden episode launched in 2019. And to celebrate Call to Action® turning 5, we've asked the …Gasp! team to rummage through all 130 episodes to re release some of their favourites.  In June 2020, we cast a net off the coast of Adelaide and caught one of the globe's greatest researchers, Jenni Romaniuk, for her first of two Call to Action® appearances.  Jenni is a Research Professor at the conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world's biggest brands. She's also authored what's now a trilogy of true industry bibles; How Brands Grow 2, Building Distinctive Brand Assets, and Better Brand Health.  In one of our most listened to episodes of all time, you can hear all about Jenni's first job as a talented mixologist, how to build mental availability, context, memory, metrics, and more. If you work for a company with a brand logo, font or colour scheme, this episode is as close to essential listening as you're going to get to understand how to build, measure, manage and, crucially, protect distinctive brand assets.  Feel better about marketing with Episode 39 of Call to Action® with Professor Jenni Romaniuk.  ///// Follow Jenni on LinkedIn. If you haven't already, you'd be a fool not to fill your ear canals up with Jenni's second cameo on Call To Action®, here. And check out her books; Building Distinctive Brand Assets, How Brands Grow Part 2, and Better Brand Health. Timestamps (01:55) - Quick fire questions (04:30) - First job behind the bar at a football club  (07:00) - Getting a phone call from Byron Sharp and landing a job at EBI  (12:30) - How Brands Grow 2 and Building Distinctive Brand Assets  (17:05) - How to build mental availability  (24:10) - The link between context and memory   (31:25) - Best practices for managing and measuring distinctive assets (45:35) - Listener questions  (52:40) - 4 pertinent posers  Jenni's book recommendation is:  A Scandalous Life by Mary S. Lovell  /////

This week, we posed as a wide receiver to catch ad land's premier Super Bowl pundit, Andrew Tindall, to tell us which of this year's cohort of cost-the-earth commercials were MVPs…and which fumbled the ball.    A man who hadn't slept in days, we snared Andrew straight from System1's Super Bowl “war room”. After spending the past week testing the ads our industry can't help but get sweaty about year on year, he's here to tell us what “won” the Super Bowl and why.  An award-winning marketer with a commercial background at some top notch FMCGs, Andrew leads System1's global partnership strategy and growth, seeking out the world's best ads and why they work to unlock the potential of their world-leading effectiveness database. He talks to us on Young Apprentice being a way of "getting out of Huddersfield'', studying medicine for 3 years, wanting to work in alcohol, how System1 predicts creative potential and effectiveness, his mentor, colleague and friend Orlando Wood, why effectiveness is relative; outperform your category, the hierarchy of evidence, the brilliant Jenni Romaniuk, creativity as the UK's greatest export, and lots more. Plus, of course, the Super Bowl winners and losers, including Michelob Ultra, Messi, using celebs, mayo cat, T-Mobile and Pfizer.  Touch down on the play button. You won't be disappointed.  ///// Follow Andrew on LinkedIn  Find out more about System1 and their ad effectiveness predictors  The only four slides you need for Super Bowl 2024 ad insights from System1 Here's Andrew's Super Bowl piece in The Drum  And his personal favourite Super Bowl ad of 2024, Foot Washing Plus Mr P by Pringles  And if you haven't seen them, watch 2024's top scoring Super Bowl ads here:  Dunkin' Donuts, Hellmann's, Reese's, Oreo, State Farm, Popeyes, T-Mobile, NFL, Michelob ULTRA, Booking.com, and Budweiser. Timestamps (01:50) - Quick fire questions (03:45) - First jobs, BBC's Young Apprentice, and going from med school to marketing (07:40) - How he ended up testing marketing effectiveness at System1  (13:12) - How System1 predicts creative potential and effectiveness (17:50) - Which ads “won” the Super Bowl? (21:15) - What Michelob ULTRA did right  (27:14) - His favourite Super Bowl ad of 2024 (and it's one no one is talking about) (30:45) - Efficiency and effectiveness  (36:35) - Listener questions  (42:00) - What US marketers can learn from the UK  (46:30) - 4 pertinent posers  Andrew's book recommendation is:  Building Distinctive Brand Assets by Jenni Romaniuk  /////

This week we're joined by Professor Jenni Romaniuk of the Ehrenberg-Bass Institute for Marketing Science to discuss how we're targeting the wrong people with the wrong message and how to get brands back on the path to growth.

IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In this encore episode, she discusses her book, Better Brand Health: Measures And Metrics For A ‘How Brands Grow' World. Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing brand metrics, and ways in which advertising can most effectively create category buyer memories.  

Host Michelle J Raymond welcomes marketing and scientific research expert Professor Jenni Romaniuk (Ehrenberg-Bass Institute), to discuss the importance and impact of distinctive brand assets for B2B businesses, especially on platforms like LinkedIn. They discuss the significance of brand asset building in memory building and marketing, the contrast between asset building and asset usage, as well as the process and tactics for building brand assets. Tips on auditing competitors to counter programs, persistency in memory building, and the concept of brand future-proofing are also shared. The conversation offers essential insights for B2B professionals seeking to accelerate growth and visibility on LinkedIn. The key moments in this episode are:00:00 Introduction and Guest Welcome 01:55 The Importance of Distinctive Brand Assets 02:32 Defining Distinctive Brand Assets 04:25 The Role of Distinctive Brand Assets in B2B 05:17 Challenges in Building Brand Assets for B2B 10:30 The Shift in B2B Sales and Marketing 11:42 Creating Distinctive Brand Assets in B2B 17:38 Measuring the Impact of Brand Assets 21:20 Examples of Effective Use of Brand Assets in B2B 24:43 Starting the Process of Building Distinctive Brand Assets 29:44 Final Thoughts and Wrap Up Connect with Professor Jenni Romaniuk on LinkedIn - https://www.linkedin.com/in/jenni-romaniuk-2746884/ ABOUT MICHELLE J RAYMOND Michelle J Raymond is an international LinkedIn B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn and let her know you are part of the community of podcast listeners.  Connect with Michelle J Raymond on LinkedIn - https://www.linkedin.com/in/michellejraymond/ B2B Growth Co offers LinkedIn Training for teams to build personal and business brands and a LinkedIn Profile Recharge service for Founders/CEOs.  Book a free intro call to learn more  - https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins LinkedIn for B2B Growth Podcast is a fully accessible podcast. Audio, Video, Transcript and guest details are available on our podcast website - https://linkedinforb2bgrowthpodcast.com/ Subscribe to our LinkedIn for B2B Growth YouTube Channel  - https://www.youtube.com/@LinkedInForB2BGrowth #branding

What we talk about* The importance of brand health and what it means* How to do brand tracking using survey tools* The different metrics like awareness, category entry points, …* How to analyse brand tracking results* Common pitfallsImportant links* Jenni's latest book: Better brand health, a must-read! * Jenni on LinkedInLearn brand strategyActivate your strategic brain and level up your creative business. Find courses on brand strategy, brand workshops, and brand strategy presentations. You can use LTBPODCAST to get a 20% discount. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com

This week WARC's David Tiltman talks about differentiation and distinctiveness with Jenni Romaniuk, Research Professor at the Ehrenberg-Bass Institute, and Koen Pauwels, Distinguished Professor of Marketing at Northeastern University. How do these two ideas differ and does this difference matter? Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

Our guest today is the esteemed Professor Jenni Romaniuk, an expert in marketing and consumer behaviour from the Ehrenberg-Bass Institute for Marketing Science. In this episode, we explore the significance of distinctiveness in branding and its role in a brand's success. Jenni shares key elements for building distinctive brands and provides examples of distinctive brand assets. We also delve into the concept of differentiation and its importance in establishing a brand's competitive edge with Jenni offering insights into how distinctiveness and differentiation work together to drive brand growth. Tune in to this enlightening episode of JUST Branding and gain expert knowledge from Professor Jenni Romaniuk's extensive experience in the world of marketing science and consumer behaviour.

IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In the second part of our podcast interview about Jenni's new book, Better Brand Health, we dive deeper into Category Entry Points (CEPs), the 7Ws Framework, and metrics, including mental market share, mental penetration, network size, and share of mind. Hear Jenni unpack key concepts for understanding and improving brand health.

IN CLEAR FOCUS: Jenni Romaniuk is the International Associate Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. In the first of two episodes discussing her new book, Better Brand Health: Measures And Metrics For A 'How Brands Grow' World, Jenni shares insights about how brands grow, why small brands should adjust expectations when assessing brand metrics, and the ways that advertising can most effectively create category buyer memories.  

Jenni Romaniuk is a Research Professor and Associate Director at the Ehrenberg-Bass Institute, who is a trailblazer in Distinctive Asset and Mental Availability strategy and measurement.Jenni has provided advice to companies all around the world on evidence-based best practices for long-term brand management.She is the accomplished author of three books: Building Distinctive Brand Assets, How Brands Grow: Part 2, and Better Brand Health.In this episode, we dive deep into the concept of brand health trackers and we explore the anatomy of a healthy brand. Additionally, we discuss the significance of packaging in building and refreshing memory structures, as well as its potential to convey shopping distinctive assets.Jenni is on the Senior Advisory Board of the Journal of Advertising Research and serves on three other Editorial Review Boards.Resources:Jenni RomaniukJenni Romaniuk LinkedInBetter Brand Health: Measures and Metrics for a How Brands Grow WorldBuilding Distinctive Brand AssetsHow Brands Grow: Part 2Ehrenberg-Bass InstituteEhrenberg-Bass Institute TwitterFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox

Professor Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised. Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world's biggest brands.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally. Her latest book Better Brand Health: Measures and Metrics in a How Brands Grow World, is for anyone who wants to get better at brand measurement and improve their brand health tracking.What we covered in this episode: The soft porn scam version of Jenni's new book The one question Jenni hasn't been asked Publicity over persuasion How even academics don't always have the right beliefs Can you have too many distinctive assets? How marketers over estimate the number of assets they have Why Ehrenberg Bass use an owl as their distinctive asset How do you measure a distinctive asset Does the time frame of measurement make a difference The difference between new and super light buyers for Lucozade Brand tracking on a small budget Why differentiation is the most surprising discovery by EBI What inspired the book   Starting with the laws that shape how brands grow The important of asking the right questions Calibrating your tracker for your brand size Which definition of brand awareness to use The importance of non-buyers to your trackers Designing for the category not your own objectives Why brand awareness is a lot less stable than you think The probabilistic nature of memory and why recall changes The power of Donald Trumps hair Types of brand attributes and the role they play How many category entry points does a brand need Mental market share and how to measure it Distribution points of the mind The importance of share of mind Jenni writes a song to brand love How to measure your marketing   Some advice for Word of Mouth The role of physical availability on brand health The importance of physical availability to convert customers Shopping distinctive assets

This week, we opened wide and said 'aaaah-nd welcome back' as we once again caught Better Brand Health author, Jenni Romaniuk. Research Professor and Associate Director at that conveyer belt of marketing minds, the Ehrenberg-Bass Institute, Jenni has advised many of the world's biggest brands and authored what's now a trilogy of true industry bibles. 3 years and 1 new book better, we snared Jenni for a second Call To Action chinwag on penning Better Brand Health, pomegranate trees, marketer's frustrations around brand tracking, shiny new metrics, brand rejection, attributes, memory, charming condiments, healthy cars, a rant on Net Promoter Score, $3 hot dogs, a salacious soft p*rn novel, and a quick fire question she answered with a third alternative which was to gouge her eyes out with a spoon... ///// If you haven't already, you'd be a fool not to fill your ear canals up with Jenni's first cameo on Call To Action, here. Find Jenni on LinkedIn Get your grubby mitts on a copy of Better Brand Health Here's Jenni's other two brilliant books; Building Distinctive Brand Assets and How Brands Grow 2 And enjoy her current favourite ad, Go A Moe's, if you're after a serious earworm (or $3 hot dog) Thank you to everyone who has lent their ears and their brains for over 100 episodes of the Call To Action® podcast. It's a real privilege. Please do share and review the podcast to help more marketers feel better about marketing.  Timestamps (01:54) - Quick fire questions (05:00) - Why she wrote Better Brand Health (11:32) - The frustration marketers feel with brand tracking  (15:17) - Chasing shiny new metrics  (18:09) - Is tracking brand health easier than we assume? (20:53) - A lesson on brand rejection (25:43) - Is there a case for not tracking brand health?  (29:01) - Attributes and memory (40:22) - Listener questions  (50:50) - 4 pertinent posers (55:40) - The salacious soft p*rn version of Better Brand Health Jenni's book recommendations are: Slow Horses by Mick Herron A Scandalous Life by Mary S. Lovell  The Meaning of It All by Richard Feynman   /////

A few weeks ago, the long-awaited new book by marketing professor Jenni Romaniuk was finally available: Better Brand Health. Already a bestseller with great international interest. In this BrainCandy, I have summarised the most important findings for me in a short and crisp way. And the topic fits particularly well into BrainCandy because Romaniuk's findings focus on how the brain stores brand knowledge and when it reactivates this knowledge. An episode for marketing and market research experts. Have fun listening --- Send in a voice message: https://podcasters.spotify.com/pod/show/uwe-ohnemus/message

This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel. With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion! Enjoy the show. ________________ Our Guest Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/ Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/ Visit Jenni's Website: http://www.jenniromaniuk.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ________________ Literature Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143 ________________ Timestamps 0:55 - Intro to Jenni 2:27 - Why did you write this book now? 6:00 - B2B or B2C - Who will benefit from this book? 8:44 - Why people often hate their brand trackers 11:15 - Some metrics don't need to be tracked 15:14 - Brand rejection: why you don't need to track all metrics all the time 20:00 - Loyalty, where's the evidence? 23:22 - Does it really cost 5x more to make a customer than keep one? 25:47 - Why the Laws of Marketing are important to your brand health tracking 29:03 - Do the laws apply to B2B and B2C? 30:16 - Why your brand's user profiles should match the category 33:41 - The trouble with differentiation 36:08 - The laws of marketing in subscription v. repertoire markets 38:55 - Is the AIDA Funnel really valuable? 42:50 - What and when is brand awareness useful? 48:32 - Brand tracker tip #1: Design for the category 49:43 - Brand tracker tip #2: Analyze for the buyer 50:44 - Brand tracker tip #1: Report for the brand 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall 57:50 - Post-pod with V and Marc ____________ Where to listen Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW

Prof. Jenni Romaniuk gave us her first interview discussing her new book Better Brand Health. Jenni Romaniuk is Research Professor and Associate Director of the Ehrenberg-Bass Institute, at the University of South Australia and author of Building Distinctive Brand Assets and How Brands Grow Part 2. Jenni's research covers brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Today we cover some of the key concepts in Jennis first two books and dig into her new book Better Brand Health, understanding how it came about (its been a long time in the making) and what some of the key themes in it - its all about making sure we measure the right things in the right way. If you want to know about Better Brand Health this is the episode for you. You can order Jennis new book at www.jenniromaniuk.com. Hosted on Acast. See acast.com/privacy for more information.

In this episode, we're covering the science of visibility.What goes into brand recognition? Why is visibility online so important? Are there specific things you can do you get your audience to remember your brand?  Joining me for this conversation is N. Chloé Nwangwu, The Brand Scientist, a brand visibility advisor and consultant for underrecognized social impact brands and public figures. Her job is to make these brands impossible to ignore.She's advised everyone from a small black, family owned mom and pop shop to the first refugee delegation to the UN. Many of those clients have gone on to be better seen, heard, respected and resourced. That's looked like celebrity endorsements, seats at previously inaccessible tables and hundreds of thousands of dollars. Her signature approach comes down to a science backed understanding of what it takes to get The Underrecognized the attention and recognition their work deserves. N. Chloé lives in the US, where she wrestles with an addiction to D&D and tends to her giant baby Yoda plushie. We talk about:[2:25] N. Chloé's journey into the science of visibility[5:35] Why she works with under-recognized people [6:05] The most surprising insights she has learned about the science of visibility[9:40] Looking at visibility biases [11:55] Tools to earn more visibility[13:25] How the brain works when it comes to visibility[18:00] What makes brands most memorable [21:55] What are stakeholders for your brand?[28:00] How to become visible to your stakeholders[38:40] The most transformative resources N. Chloé has tapped into in her journey[45:30] What she wants every entrepreneur to know Resources mentioned in episode:Visibility Clinics: https://www.nobiworks.com/visibility-clinicsVisibility ROI diagnostic: https://www.nobiworks.com/visibility-roi Using Semiotics in Marketing by Dr. Rachel Lawes: https://www.amazon.ca/Using-Semiotics-Marketing-achieve-consumer/dp/1789662079 How Brands Grow by Byron Sharp: https://www.amazon.ca/How-Brands-Grow-What-Marketers/dp/0195573560 Building Distinctive Brand Assets by Jenni Romaniuk: https://www.amazon.com/Building-Distinctive-Brand-Assets-Romaniuk/dp/0190311509Blog post on Stakeholders: https://www.nobiworks.com/codex/rethinking-personasConnect with N. Chloé here:Instagram: https://www.instagram.com/nobiworks/Twitter: www.twitter.com/ncnwangwu Facebook: https://www.facebook.com/NobiWorks/ LinkedIn: https://www.linkedin.com/in/nwangwuwww.nobiworks.com  Connect with Kaye here:Brand Personality Quiz: https://www.kayeputnam.com/brandality-quiz/https://www.youtube.com/user/marketingkayehttps://www.facebook.com/marketingkaye/h

If I can just differentiate myself, I can change the world.It's a thought we've all had when starting a company, and it's easy to understand why: in our heads, we see this strategy as a shortcut to success.It sounds great in principle, but does differentiation really make a difference in your company's long-term growth?This week, Alexander Toth dispels the myths behind the idea of differentiation. You'll learn about:Why well-known experts shouldn't be emphasizing the importance of differentiationThe shortcomings of differentiation as a strategy for growthHow big brands find success without true differentiationIf differentiation isn't the driving factor behind sales, what is? Find out in the latest episode of our podcast.Recommended reading: Building Distinctive Brand Assets by Jenni Romaniuk

Att bygga ett starkt varumärke med hög kännedom och preferens är drömmen för många marknadsförare. Men vad krävs för att göra det. Och vad består en bra varumärkesstrategi av som lägger en bra grund för det. För att svara på det och lära mig mer om varumärkesbyggande så bjöd jag in forskaren, föreläsaren och författaren Erik Modig för tredje gången. Han delar med sig av sin expertis kring ämnet. Varumärket är en viktig tillgång, inte minst för att nå våra tillväxtmål och säljmål som företag. Men också för att attrahera rätt typ av kompetens till företaget. För att bygga ett starkt varumärke krävs dock ett bra grundarbete och en väl genomtänkt varumärkesstrategi. Så i det här avsnittet går vi igenom det och hur man undviker vanliga fallgropar. Om gästen Erik Modig är författare, föreläsare och forskare vid Center for Consumer Marketing vid Handelshögskolan i Stockholm. Han är en av Sveriges främsta forskare och experter på kommunikation, marknadsföring och varumärke. Erik driver dessutom Marketing Levels som är en e-learning-plattform med kurser inom marknadsföring och kommunikation. Som författare har han skrivit två böcker och den senaste Bang for the buck blev utsedd till årets marknadsföringsbok 2017. Det här var tredje gången Erik var med i podden. Han har tidigare varit med och pratat marknadsföringspsykologi i avsnitt 21 och om nycklarna till att skapa en bra marknadsplan i avsnitt 58. Om avsnittet Erik och jag pratar i avsnittet om varumärke, varumärkesstrategi och vad som krävs för att bygga varumärke. Samt vad som kännetecknar ett starkt varumärke. Han går igenom allt från grunderna och principerna bakom att bygga varumärke och begrepp som kännedom, preferens och saliens. Till varumärkesstrategins olika delar och hur man använder den. Du får dessutom höra om: När man behöver bygga varumärke Hur man vet hur mycket man behöver investera Mätning av varumärke, kännedom och preferens Varför varumärkesidentiteten ska vara distinkt Hur man kommer fram till sin varumärkesposition När det är viktigt att differentiera sitt varumärke Och vad varumärkesupplevelse är för något Plus en massa mer intressant… Erik delar också mängder med bra tips, inte minst om varför det är viktigt att argumentera för varumärke baserat på sälj. Och han ger sin syn på ett vanligt missförstånd om kommunikation kring produkt. Du hittar som vanligt länkar till allt vi nämnde här i poddinlägget. Samt tre boktips från Erik för dig som vill gräva djupare kring varumärkesstrategi och hur man skapar starka distinkta varumärken. Och efter länkarna hittar du tidsstämplar till olika sektioner i avsnittet. Länkar Erik Modig på LinkedIn Erikmodig.se (personlig webbsida) Marketing Levels (e-learning) Marknadsföringspsykologi: Erik Modig #21 (poddavsnitt) Nycklarna till en framgångsrik marknadsplan: Erik Modig #58 (poddavsnitt) Bang for the buck av Erik Modig (bok) Adlibris / Bokus Kontroll av Erik Modig (Bok) Adlibris / Bokus How Brands Grow av Byron Sharp (bok) Adlibris / Bokus Building Distinctive Brand Assets av Jenni Romaniuk (bok) Adlibris / Bokus How Brands Grow 2 av Jenni Romaniuk, Byron Sharp (bok) Adlibris / Bokus Tidsstämplar [3:33] Om vad ett varumärke är och vad innebär det att bygga varumärke. Samt hur hänger det ihop med varumärkesstrategi. [7:28] Går igenom begrepp som kännedom och preferens. Erik förklarar också grader av kännedom och mental tillgänglighet från hjälpt erinran till saliens. [9:05] Erik förklarar vad han anser kännetecknar ett starkt varumärke. [9:38] Om när behöver man bygga varumärke och olika faktorer som spelar in. Samt vad som skiljer mellan det externa varumärket och ett företags employer brand. [15:25] Går igenom om hur man kommer fram till hur mycket man behöver investera i sitt varumärke och om man behöver bygga kännedom eller preferens. Samt hur man gör för att mäta varumärke, kännedom och preferens.

“If you have fuzzy definitions, you can't measure them. And therefore, you can't say if you're right or not.”World-renowned research professor Jenni Romaniuk of the Ehrenberg-Bass Institute of Marketing Science underlines why growth doesn't always match the plan and what areas to focus on when following brand growth: the customer base, non-buyers, availability, category entry points, and more:Why physical availability is more than just distribution;Light buyers, non-buyers, and penetration;Category entry points and the 7Ws;How to grow new brands;The truth about consistency.“It doesn't actually matter what you plan to do. If you grow, [by penetration] is how it will happen.”— Jenni Romaniuk Hosted on Acast. See acast.com/privacy for more information.

My guest today is Professor Jenni Romaniuk. Jenni is Associate Director of the world famous Ehrenberg Bass Institute of the University of South Australia. She is a Research Professor and author of two very influential books “How Brands Grow Part 2” and “Building distinctive Brand Assets and one of the leading researchers on brand equity, advertising effectiveness, distinctive brand assets, word of mouth, loyalty and brand growth. She pioneered Mental Availability measurement and metrics. Jenni was the Executive Editor of the Journal of Advertising Research and now sits on the journal's Senior Advisory Board. Among other topics, we discuss: - why "brand love" is a myth - why most loyalty programs don´t work and may even be detrimental for your brand - how brands grow - how we take on different personas in different parts of our lives and how that shapes our buying behaviour - how much of marketing is timing - how the idea of "love brands" is just the ad industry flattering itself too much - what the purpose of distinctiveness really is - the seven costly sins of brand identity

All the latest from day four of Cannes Lions 2022. Host Alex Brownsell, Head of Content for WARC Media, is joined in the Palais des Festivals by WARC editors Lena Roland and Anna Hamill to talk about this morning's Future of Strategy sessions, and recap yesterday's presentation from Jenni Romaniuk, Research Professor at Ehrenberg-Bass Institute.

In his new book, Look out, Orlando builds on the work of Jenni Romaniuk, Les Binet, Peter Field, Byron Sharp and others with his research on how we can better ensure we are producing work that works.

Mi3's most read story of 2021 unpacked the critical role of mental availability in business metrics, as well as its impact on ESOV, or extra share of advertising voice. Now Ehrenberg-Bass Institute Professors Byron Sharp, Jenni Romaniuk and John Dawes, the people behind ‘mental availability', have produced a paper with the B2B Institute that should have far-reaching implications for marketing and advertising practice. From flipping the marketing funnel sideways to scotching “delusions” that retention and loyalty trump acquisition – and a new performance-enhancing twist on Binet & Field's 60:40 brand to performance rule (it should be 95:5) – the rules unpacked in How B2B Brands Grow equally apply in B2C marketing, says co-author, Jenni Romaniuk. Jon Lombardo, Global Research Lead at The B2B Institute hopes the science emboldens brands to stop making “drab and dull” performance ads and stop worrying about offending customers. The truth, he says, is few people care about brands at all: “It's all upside. The job is always to build mental availability.” LinkedIn's ANZ and SEA Enterprise boss Prue Cox says the likes of Westpac and DocuSign are nailing it.  Read the original 'mental availability' story here: https://www.mi-3.com.au/28-06-2021/mental-availability-critical-brand-growth-and-extra-share-voice-says-aca-report See omnystudio.com/listener for privacy information.

Alan Hart, Stef Hamerlinck and Marc Binkley have interviewed hundreds of the world's leading thinkers on business strategy, marketing, and branding.  During this entertaining conversation, the three of us share some of the biggest lessons we've learned from those conversations and share what we believe are amazing opportunities for our profession. BiosAlan Hart is the Director of Enterprise Brand Strategy & Insights at Capital One and has hosted the Marketing Today podcast since 2014.  Alan is also a consultant for marketing leadership and board advisor. Stef Hamerlinck is a brand strategy consultant and since 2017 has hosted the Let's talk branding podcast. Here's the Marketingland image that we're referring to throughout the conversation. TimeStamps 0:00 – Alan linking business strategy with marketing and brand strategy2:46 – Why Stef started his podcast on brand strategy4:20 – Why Alan started his podcast 5:40 – Why Marc started his podcast7:23 – Our favourite interviews10:10 – What topic marketers need to learn more about16:05 – Alan's perception of why CMO's want to get away from marketing17:40 – Stef's thoughts on how brand strategy fits within marketing and business19:01 – Why marketing strategy IS business strategy20:40 – The interplay between brand strategy, marketing strategy and business strategy24:20 – Some memorable lessons from our podcast interviews ·      Stef: Faisal Siddiqui How to build a big brand on a small budget  ·      Alan: Mark Ritson Diagnosis of a brand ·      Alan: Bob Hoffman Advertising for Skeptics ·      Alan: Branded Entertainment with GoDaddy's CMO Fara Howard ·      Marc: Kaaren Whitney-Vernon on branded content  30:36 – Why advertising is not strategy 31:55 - Some memorable lessons from our podcast interviews·      Marc: Chris Kneeland are marketers addicted to advertising ·      Marc: Eddie Obeng the difference between change and transformation ·      Marc: Manoj Jasra why momentum is critical ·      Alan: Joe Jackman driving results through reinvention, change and transformation ·      Stef: JP Castlin on strategy in complexity and emergence ·      Stef: Paul Feldwick on the origins of branding 41:36 – The biggest opportunities and threats to marketing  Additional LinksRoger Martin Marketing and Strategy are one discipline Roger Martin How strategy really works The Proper Marketing Club who designed the marketingland image we discussed The Blanding of Luxury Brands Marc's interview with Jenni RomaniukMarc's interview with Tessa Sproule and Kaite MacGuire on AI and Machine Learning

Join our Head of Growth Nick Hague as he takes you on the ultimate B2B branding journey with brand experts from around the world in our latest podcast series; The B2B Brand Masters.   In this fourth episode, Nick is joined by Jenni Romaniuk, Associate Director at the Ehrenberg-Bass Institute in Australia. They discuss the research behind her recently updated ‘How Brands Grow 2' book, why the law of ‘Double Jeopardy' is the secret to how brands grow and the importance of the ‘Duplication of Purchase' law.

BioJenni Romaniuk joins our host Marc Binkley for an in-depth discussion on memory, marketing myths, category entry points and building distinctive assets. Jenni is an expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Jenni is the International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised.  Timestamps 0:00 – Intro1:46 – Jenni Romaniuk Bio3:19 – How memory works for brand building and the trouble with customer centricity7:16 – The imperfection of memory recall for brands using celebrity endorsers9:45 – The myth of word of mouth marketing12:15 – An alternative view of what advertising actually is13:36 – Why Tesla doesn't need to advertise …15:01 – … and why Coke does need to advertise16:30 – Why growth depends on expanding your customer base, not primarily building loyalty 17:39 – Why growing through loyalty is not a real choice for brands to make20:21 – What is the Law of Buying frequency (Negative Binomial Distribution) and why every packaged good marketer needs to know it. 26:02 – Why the marketing funnel is holding marketers back & why you can't count on heavy buyers30:15 – Why B2B marketers also need to prioritize expanding their customer base33:52 - The 3 critical features of effective creative40:20 – The importance of category entry points and why brand awareness is not specific enough 44:44 – Where share of search fits into the mix of marketing metrics46:55 – The difference between distinctiveness and differentiation49:36 – How category entry points build paths for creating customer value51:22 – Why brand distinctiveness is important for building recall in category entry points 52:52 – Why differentiation isn't a requirement to create value 58:10 – Why differentiation is unnecessary to grow a brand1:01:00 – Examples of distinctive assets1:05:02 – Why marketers should manage multiple distinctive assets1:08:25 – What to consider when choosing a distinctive asset1:12:07 – Why execution matters when building distinctive assets 1:12:52 – Two take-aways for every marketer 1:13:53 – How to find out more about JenniLinks Ehrenberg-Bass InstituteHow Brands Grow Part 2 - revisedBuilding Distinctive Brand AssetsJenni on LinkedInJenni's website 

This week, baited by a Bedouin birthing blanket, we caught big thinker and bestselling author, Paul Feldwick. The man behind one of our favourite all time ad campaigns, Paul worked at the legendary agency BMP on some of Britain's most famous brands for over 30 years. His latest book ‘Why Does the Pedlar Sing?' explores why selling and entertainment go hand in hand and was described by Rory Sutherland as “possibly the book I would most highly recommend to anyone in marketing”. Paul talks to us on tonnes of topics, including BMP, being the world's worst account manager, clowns, talking to real people, what brands can learn from Snow White, Jeremy Bullmore, PT Barnum, fame, shame, purpose, Mrs Brown's Boys, whether ads need to be "liked", Martin Boase, and a whole lot more. Tuck in. ///// Check out his website  Follow Paul on LinkedIn  We implore you to read both of his fabulous books:  Why Does the Pedlar Sing?  Anatomy of Humbug And here's that famous Barclaycard ad with Rowan Atkinson  Paul's book recommendations are: How Brands Grow by Byron Sharp  Building Distinctive Brand Assets by Jenni Romaniuk /////

Learn how to build brand assets. In the 29th episode of On Branding Podcast, Arek Dvornechuck interviews Jenni Romaniuk and we talk about building brand assets. Check out Jenni's book!

What makes B2B marketing effective? Find out why acquisition is more important than loyalty, why B2B creative should be more emotional, why financial metrics are critical and why brand awareness is a terrible measure of performance.  Please join our host Marc Binkley for this incredible interview with Peter Weinberg, one of the worlds most important voices in B2B marketing.BioPeter Weinberg is the Head of Development and co-founder of The B2B Institute at LinkedIn which is a think tank that partners with leading experts to research the future of B2B marketing.  Along with partners like global thought leaders Jenni Romaniuk, Les Binet, Peter Field, Mark Ritson and Rory Sutherland, they study the laws of growth in B2B and work with LinkedIn's largest clients to put these principles into practice.Timestamps 1:26 – Introduction to Peter Weinberg2:33 – What is the LinkedIn B2B Institute4:38 - A background on the world's leading marketing effectiveness databases8:07 – What makes the IPA and Ehrenberg-Bass data so meaningful9:30 – The differences, and similarities between B2B and B2C marketing16:18 – Acquisition or loyalty? Answers to the most controversial debate in B2B marketing 18:44 – The one way to grow B2B (or B2C) brands - the double jeopardy law20:40 – The trouble with word of mouth23:56 – Wide reach v. going deep on niche audiences27:22 - How the length of purchase cycle effects B2B marketing30:27 - The place for Account Based Marketing (ABM) in the B2B landscape34:10 – The common sense approach to B2B growth36:00 – Why Share of Voice matters and why Click Thru Rate doesn't37:40 – The financial metrics marketers need to track41:31 – The revenue opportunity of the 95:5 mental model44:10 - The benefit of realizing nobody cares about your brand45:31 - The 3 rules of effective creative in B2B marketing48:47 – Why brand awareness isn't the best idea for marketers51:10 – Why all marketers need to track Category Entry Points instead of awareness52:48 – What's next and how to connect with PeterOther LinksPeter on LinkedinB2B Marketing InstituteEhrenberg-Bass Institute for Marketing ScienceIPA - Institute of Practitioners in Advertising Article: Measuring things that matterArticle: B2B marketers bet big on going longArticle: 3 Rules for more effective B2B MarketingBlockbuster Marketing for B2BB2B Playbook

How does packaging design impact brand salience? Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute, and author of the books Building Distinctive Brand Assets and How Brands Grow: Part 2.In this episode, we discuss how to future-proof a brand's identity. We talked about the importance of building bridges between the different touchpoints where a brand is present. She also told me what are the biggest mistakes brands make when they try to be distinct.Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth, and the role of loyalty and growth. She has advised many of the world's biggest brands.Jenni's book, Building Distinctive Brand Assets, helps marketers to future-proof their brand's identity, and set up long-term strategies to build and protect their Distinctive Assets. She is also the lead author of How Brands Grow Part 2, published by Oxford University Press. This book includes new insights into emerging markets, services, durables, new and luxury brands.Jenni is a past Editor of the Journal of Advertising Research (2014-2016), and now sits on the Journal's Senior Advisory Board. Jenni was recently named one of the top 1% most influential advertising researchers.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally.Resources:Jenni RomaniukJenni Romaniuk LinkedInBuilding Distinctive Brand AssetsHow Brands Grow: Part 2Ehrenberg-Bass InstituteEhrenberg-Bass Institute TwitterFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox