Big brands don't narrow cast. They want to be known everywhere their category can be part of your life. And there's a reason for that strategic choice.
This week, Elena, Angela, and Rob are joined by research professor Jenni Romaniuk from the Ehrenberg-Bass Institute for Marketing Science. Jenni breaks down why consistent distinctive assets matter more than aesthetics, how mental availability drives brand growth, and why targeting light buyers is critical for long-term success. Plus, learn why differentiation might not be as important as you think for building a successful brand.
Topics covered:
- [04:00] Origin of distinctive assets research and why good branding matters
- [12:00] When brands should change or evolve their distinctive assets
- [19:00] What category entry points are and why they drive mental availability
- [23:00] How to prioritize category entry points for maximum impact
- [28:00] Why light buyers are essential for risk mitigation and growth
- [33:00] Why differentiation might not be necessary for brand success
To learn more, visit
marketingarchitects.com/podcast or subscribe to our newsletter at
marketingarchitects.com/newsletter.
Resources:
2022 Contagious Article: https://www.contagious.com/iq/article/jenni-romaniuk-on-distinctive-assetsJenni Romaniuk’s LinkedIn: https://www.linkedin.com/in/jenni-romaniuk-2746884/?originalSubdomain=au Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
