Shows
World's Greatest Business Thinkers#24: How Brands Grow (with Jenni Romaniuk, Research Professor at Ehrenberg-Bass Institute)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-b...2025-04-101h 05
CXEinfachMachenS2F35 - Marktforschung neu gedachtWeiter 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 S...2025-04-0254 min
VLAIO podcastsVan kaft en kern: Building distinctive brand assetsBedrijfsadviseur 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/27952025-03-1226 min
The Marketing ArchitectsNerd Alert: Brand Awareness vs Brand SalienceWelcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how brand salience differs from simple awareness. They reveal why connecting your brand to multiple buying situations matters more than basic brand recognition or even brand love.Topics covered: [01:00] "Conceptualizing and Measuring Brand Salience"[02:15] The difference between awareness and salience[03:20] Why Disney masters multiple brand touchpoints[04:40] Brand attitude vs. buying behavior[05:30] How Coca-Cola builds salie...2025-03-0608 min
Call To ActionPeter Weinberg on humans, AI and a creative future for B2B
This week we strapped on a Motorola pager and stole a briefcase off our dad in order to look businessy enough to chat to the Batman of the B2B world, LinkedIn legend and co-founder of Evidenza, Peter Weinberg.
Peter Weinberg has effectively grabbed B2B marketing by the ankles and dragged it out of the dull and dreary hole into which it had buried its head. World famous for his time in charge of the game-changing B2B institute at LinkedIn – alongside his pal Jon Lombardo – Peter is now the extraordinary human brains behind AI powered research plat...2024-11-291h 03
Growth Science for B2B SaaS Companies from Mosaic Growth SolutionsThere is a marketing concept that is over 100 years old that any B2B company can implement to drive growth, but almost none doDistinctiveness.Distinctiveness is making your brand easily identifiable by customers.There is a fair amount of recent discussion about distinctiveness, but it is far from a new concept. Mac Martin wrote the passage below in his book ‘Advertising Campaigns’ from 1917. The language and list are almost identical to what some of the biggest names in marketing use today.Martin wrote,‘Advertisers use many different ways to make their advertising distinctive and immediately identifiable.Among them are the following :1. The name2. The trade -mark3. A typical character4. A slogan5. Borders6. Backgrounds7. Styles of type faces8. Styles of type composition9. Technique of illu...2024-10-0104 min
Markenkraft - Der Podcast über Markenführung und MarkenforschungBetter Brand Tracking - Jenni Romaniuk - Ehrenberg-Bass InstituteJenni 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...2024-08-301h 28
Unicorny81. The Unicorny Manifesto: Why 'phony wars' kill marketers' credibilityIn 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...2024-08-2024 min
Call To Action[BEST OF] Why advertising MUST entertain with Paul Feldwick.
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...2024-06-2855 min
Customer First ThinkingBrand Health: An Interview with Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute 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.2024-05-151h 03Growth Science for B2B SaaS Companies from Mosaic Growth Solutions5/14/24: Critical Update for Email, AI Will Require a Different Approach to Content, A Hot Pub in London Has Great Growth Lessons, The Law of Double Jeopardy Says Retention Isn’t a Growth StrategyCritical update from Pasha Irshad on how to maintain your email health
https://www.linkedin.com/posts/pashairshad_hubspot-email-marketing-activity-7193634901676494848-qe9w?utm_source=share&utm_medium=member_desktop
Nathan Thompson Head of Content Strategy at Copy.ai says AI is going to require a different approach to content
https://www.linkedin.com/posts/nathan-likes-writing_thoughtleadership-contentmarketing-contentautomation-activity-7195886250950631424-2vH-?utm_source=share&utm_medium=member_desktop
Shane O Leary shares growth lessons from a pub in London that is one of hottest spots in the world
https://www.linkedin.com/posts/s...2024-05-1414 min
Kierunek e-commerceSiła komunikacji wizualnej. Jak skutecznie budować markę i zwiększać sprzedaż? — Radosław Zarzeczny, House PE21 #bliżejbiznesuJaką rolę w e-commerce odgrywa komunikacja wizualna? Jak prawidłowo zbierać insighty do kampanii kreatywnych? Dlaczego warto najpierw odpowiedzieć sobie, jaki cel ma spełnić wideo, zanim będziemy oglądać się na trendy? Posłuchaj rozmowy Renaty Gajoch-Bieleckiej z Radosławem Zarzecznym, dyrektorem działu komunikacji wizualnej w marce House (by LPP). Radek z marketingiem i komunikacją jest związany od ponad 10 lat, a swoje doświadczenie zdobywał, realizując projekty dla takich branż jak kultura i sztuka, budownictwo, przemysł ciężki, e-commerce oraz fashion. Prywatnie biegacz górski, ze szczególnym zamiłowaniem do maratonów i dystansów ultra. Dow...2024-04-241h 00
Call To Action[BEST OF] A masterclass in managing distinctive brand assets with Jenni Romaniuk of the Ehrenberg-Bass Institute.
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 t...2024-03-011h 03
Call To ActionDissecting ad land’s WORST Super Bowl in years with Andrew Tindall of System1
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 no...2024-02-1356 min
Inside MarketingEp. 108 - Prof. Jenni RomaniukThis 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.2024-02-0858 min
JUST BrandingS04.EP18 - Best of Season 4 (2023)Welcome to the special ‘Best of 2023’ episode of ‘JUST Branding,’ where we dive into the most insightful and transformative ideas in branding and marketing from the year.
👉 Learn more: https://justcreative.com/podcast
This episode is a curated journey through the minds of industry leaders, innovators, and rebels, each offering unique perspectives on branding’s evolving landscape.
We kick off with the most popular episode of the season, Episode 1, which just happened to be our own. In it, we discuss the intricacies of becoming a brand consultant and our own personal journeys.
Episode 8 t...2024-01-011h 04
In Clear FocusBetter Brand Health with Jenni Romaniuk (Encore)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. 2023-12-1248 min
Social Media for B2B Growth: LinkedIn Strategies and TipsFuture Proof Your LinkedIn Brand Identity with Distinctive Brand Assets 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...2023-12-0432 min
Markenkraft - Der Podcast über Markenführung und MarkenforschungPrinciples of Brand Growth (English) – Jenni Romaniuk, Ehrenberg-Bass InstituteEvidence based marketing and how to build distinctive brand assets
https://www.marketingscience.info/
How Brands Grow – Byron Sharp
https://www.amazon.de/How-Brands-Grow-What-Marketers/dp/0195573560/ref=sr_1_1?keywords=how+brands+grow&qid=1660824396&sprefix=how+brands+grow%2Caps%2C658&sr=8-1
How Brands Grow Part 2 – Byron Sharp & Jenni Romaniuk
https://www.amazon.de/How-Brands-Grow-Emerging-Services/dp/0195596269/ref=pd_bxgy_img_sccl_1/262-1655065-4474568?pd_rd_w=yFHga&content-id=amzn1.sym.d73f5cbf-8a37-4392-ae93-64a1b1ea1887&pf_rd_p=d73f5cbf-8a37-4392-ae93-64a1b1ea1887&pf_r...2023-11-241h 25
MI Inspiration: dé podcast voor marketing intelligence professionals25 Dennis Hoogervorst - DPG MediaWeetlust is het Vlaamse synoniem voor nieuwsgierigheid. En voor Dennis Hoogervorst - B2B research lead bij DPG media – is dat veruit de belangrijkste eigenschap die marktonderzoekers moeten hebben. In deze podcast een ode aan deze weetlust, door de enorme hoeveelheid leestips die Dennis in deze podcast deelt.Met zijn team doet Dennis Hoogervorst onderzoek onder consumenten om adverteerders, mediabureaus en pers van insights te voorzien. Waarbij Dennis het leuk vindt als onderzoek een innovatief randje heeft. Bijvoorbeeld veel op het gebied van neuro en impliciet meten. Maar ook via experimenteren met biometrisch meten, ge...2023-11-2028 min
Insights, Marketing & Data: Secrets of Success from Industry LeadersQUANTILOPE - Peter Aschmoneit, Co-Founder & CEO. How do you scale from start up to 200 employees in consumer insights? Using generative and synth AI; new approaches to brand tracking; does SaaS really work in research?Send us a textWhat if you could run a conjoint study in a matter of hours rather than weeks? How would then take that initial breakthrough and scale to a global business working with the likes of Pepsi, OMD and T-Mobile with repeat, contracted revenue and long term relationships? Enter Peter Aschmoneit, co-founder and CEO of Quantilope, the consumer intelligence company that's shaking up the industry. An accomplished CEO, CMO, and board advisor with a rich history in global food companies like Unilever and Danone, Peter brings his unique blend of expertise to the table...2023-09-2756 min
Let's talk brandingBrand health and tracking with Jenni RomaniukWhat 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...2023-09-1348 min
Adventures in GrowthEp5 | A CMO's Insight into Marketing, Leadership and Careers | Bryan Law (ZoomInfo, Salesforce, Google)This week, we’re speaking with Bryan Law, the Chief Marketing Officer at ZoomInfo. In keeping with the spirit of Adventures in Growth, Bryan has arrived via the road less traveled, including a stint in HR consulting and extensive international experience.After obtaining his MBA from the Kellogg School of Management, Bryan assumed Leadership positions at Salesforce, Google, and Tableau, setting him up for success leading marketing at a multi-billion dollar company. In this episode, we discuss the value of pattern recognition, the importance of brand psychology, and approach to developing the right mind...2023-08-3157 min
The WARC PodcastWARC Talks: Differentiation and distinctivenessThis 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.2023-08-3147 min
JUST BrandingS04.EP12 - Distinctiveness, Differentiation, and Brand Growth with Jenni RomaniukOur 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...2023-08-261h 06
Fuel Your Imagination Through Your Ears With Full AudiobookBuilding Distinctive Brand Assets Audiobook by Jenni RomaniukListen to this audiobook in full for free onhttps://hotaudiobook.com/freeID: 691550
Title: Building Distinctive Brand Assets
Author: Jenni Romaniuk
Narrator: Cat Gould
Format: Unabridged
Length: 06:19:30
Language: English
Release date: 08-08-23
Publisher: Ascent Audio
Genres: Business & Economics, Marketing & Advertising
Summary:
Building Distinctive Brand Assets is for anyone with a brand logo, font, or color scheme, and is essential listening for those who have wondered if (or have been told) it's time for a change. Listeners will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics, and...2023-08-086h 19
Fuel Your Imagination Through Your Ears With Full AudiobookBetter Brand Health: Measures and Metrics for a How Brands Grow World Audiobook by Jenni RomaniukListen to this audiobook in full for free onhttps://hotaudiobook.com/freeID: 681474
Title: Better Brand Health: Measures and Metrics for a How Brands Grow World
Author: Jenni Romaniuk
Narrator: Cat Gould
Format: Unabridged
Length: 08:04:43
Language: English
Release date: 06-13-23
Publisher: Ascent Audio
Genres: Business & Economics, Marketing & Advertising
Summary:
Jenni Romaniuk's latest book is about brand health tracking, one of the biggest (and most costly) sources of insights about brand performance and inputs into brand strategy that marketers engage in. But yet most trackers were designed preHow Brands Grow, and so suffer from being not fit for purpose to provide...2023-06-138h 04
Det korte af det langeEP #2: En ny tilgang til brandmålingI denne episode diskuterer vores strategikonsulenter Jacob Holst Mouritzen og Nicolaj Weber, hvordan man måler branding. De gennemgår udviklingen i brand measurement over tid og frembringer en række kritikpunkter af, hvor disciplinen står i dag. Slutteligt præsenteres en række forslag til, hvordan man kan give sin brandmåling mere kommerciel tyngde og strategisk fremsyn. Forslagene i episoden er inspireret af principper fra den evidensbaserede marketing-gren og der refereres bl.a. til den nye udgivelse “Better Brand Health” af Jenni Romaniuk. Derudover inddrages arbejde af Byron Sharp, Peter Field og Les Binet. Du k...2023-06-0733 minIn Clear FocusBetter Brand Health with Jenni Romaniuk (Part 2)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.2023-05-2326 minIn Clear FocusBetter Brand Health with Jenni RomaniukIN 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. 2023-05-1630 min
BRANDERMANJenni Romaniuk | Unpacking Brand Health | E43Jenni 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...2023-05-0842 min
Digichef Podcast🎤 Nálož marketingových novinek #březen23 a #duben23 | Digichef PodcastVstupte do světa marketingových novinek! V podcastu vám přinášíme pravidelný přehled toho, co se momentálně v marketingu děje. Sledujeme pro vás nejnovější trendy, nástroje, kampaně i odborné rady a tipy.
Chcete vědět, jaké novinky nám přinesly poslední dva měsíce? Nebo se zajímáte o nové marketingové strategie, které vám pomohou získat výhodu před konkurencí? Pak jste tu správně!
Zůstaňte v obraze a využijte nejnovější trendy a nástroje pro svou práci. Pohodlně se usaďte, připravte...2023-04-1828 min
Uncensored CMOBetter Brand Health - Jenni Romaniuk, Ehrenberg-BassProfessor 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 Heal...2023-04-051h 06
BrainCandy EnglishBrainCandy 88: How do you assess brand health? Smart answers from the book Better Brand HealthA 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
2023-03-2408 min
Call To ActionA masterclass in brand health tracking with Jenni Romaniuk, Ehrenberg-Bass Institute & Author of Better Brand Health
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...2023-03-241h 02
BrainCandyBrainCandy 88: Wie beurteilt man die Gesundheit der Marke? Kluge Antworten im Buch Better Brand HealthVor wenigen Wochen gab es endlich das langerwartete neue Buch der Marketingprofessorin Jenni Romaniuk: Better Brand Health. Bereits ein
Bestseller mit großem internationalen Interesse. Ich habe in diesem BrainCandy die für mich wichtigsten Erkenntnisse kurz und knackig zusammengefasst. Und das Thema passt besonders gut ins BrainCandy weil hinter Romaniuks Erkenntnissen vor allem steht, wie das Gehirn Markenwissen abspeichert wann es dieses Wissen wieder aktiviert. Eine Folge für Marketing- und Marktforschungsexperten. Mit deutlich erkälteter Stimme aufgenommen....
Viel Spaß beim Reinhören
2023-03-2310 min
Looking OutsideLooking Outside Marketing Science: Byron Sharp, Marketing Research ProfessorMarketing is often thought of as a creative field, in part because it leans into the art of negotiation to sell a product, but it must be done with rigor. In this episode, we explore that rigorous side of marketing, and the research that should shape its decisions, with Marketing Science research professor and Director of the Ehrenberg-Bass Institute, Byron Sharp.Naturally curious and a lover of history, Byron sprinkles nuggets of real world truths, as he explains how marketing research is not geeky mathematics or engineering, but the observation of real people and their reaction to...2023-03-1444 min
Sleeping Barber - A Marketing PodcastSBP 025: Better Brand Health, with Jenni RomaniukThis 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
...2023-03-091h 19
INSIGHTS ROCKSTARS#16 Better Brand Insights – by Jenni Romaniuk
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 - revised. 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. She is the developer of the Distinctive Asset Grid, which is used by companies around the world to assess the strength and strategic potential of their brand’s distinctive assets. She is also a pioneer in mental availability measurement and metrics.
2023-03-0626 min
CXEinfachMachenS2F7 - KI-Textanalyse bei STABILOWillkommen zur neuesten Folge von CXEinfachmachen, dem Podcast, der sich mit den neuesten Trends und Entwicklungen im Bereich Customer Experience und der Kundenbindung beschäftigt. In dieser Folge sprechen wir über einige aufregende Entwicklungen in der Welt der künstlichen Intelligenz und des Kundenfeedbacks.
Zunächst werfen wir einen Blick auf die jüngste Initiative von Stabilo und deren Einsatz von der KI-Textanalyse Software liCili. Dabei ist es vor allem spannend wie das Unternehmen auf die sehr guten Bewertungen reagiert und trotzdem neue Innovationen und Trends ableiten kann. Auch sprechen wir natürlich über neue Entwicklungen von ChatGPT...2023-02-2127 min
That's What I Call MarketingS2, Ep3: Jenni Romaniuk On Her New Book, Better Brand HealthProf. 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...2023-02-071h 03
Digichef Podcast🎤 Kde získat pevný základ vzdělání v PPC marketingu? | Digichef PodcastDigitální marketing se neustále mění a vyvíjí, proto je důležité se neustále vzdělávat. Můžete být klidně student, provozovatel e-shopu nebo marketingový manažer. Ať už jste na úplném začátku, nebo se jen chcete přiučit něčemu novému, poslechněte si naše tipy na knihy, blogy a podcasty, které se věnují PPC marketingu. Seznam inspirace najdete i níže v článku, abyste se k němu mohli snadno vracet.
Knížky
PPC
Join or Die: Digital Advertising in the Age of Automation (Patrick Gilbert)
...2022-10-2531 min
Digichef Podcast🎤 Nálož Marketingových novinek #září22 | Digichef Podcast
Ve světě marketingu se neustále něco děje a stíhat všechny novinky může dát pořádně zabrat. Proto jsme si pro vás připravili výběr toho nejzajímavějšího, co se událo za poslední měsíc. Vyplatí se napodobovat své konkurenty? Co jsou Category Entry Points a jaký názor má Byron Sharp na The Long and the Short of It. To vše a mnoho dalších zajímavostí si poslechněte v dnešním podcastu.
Jak má vypadat správný Brief.
Článek Ritson o Tiktoku – nebo spíše o tom pro...2022-09-2707 min
ClearBrand Marketing PodcastThe Truth About Differentiating Yourself (Marketing Myths)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...2022-09-1322 min
Digital Marknadsföring med Tony HammarlundVarumärkesstrategi och att bygga ett starkt varumärke #93Att 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 tillväxt...2022-09-051h 05
Branding over WineWhy Don’t Brands Grow According to Plan? – Research Insights“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.“I...2022-08-3149 min
The WARC PodcastWARC x Cannes Lions: The Future of Strategy and Ehrenberg-Bass researchAll 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.2022-06-2324 min
On Strategy ShowcaseOrlando Wood (author of Lemon) on why creative work has been losing its effectivenessIn 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.2022-04-2045 min
AEC MarketeerEpisode 62: Exploring Marketing Strategies with Andy PierceAndy Piece, Group Strategy Director.
Andy leads the Strategy Practice in Core, and has done so since its inception in 2015.
In that time he has worked on brand and marketing strategy projects for a wide variety of businesses, both large and small. Examples include The National Lottery, Three, The Irish Stock Exchange, The National Broadband Plan, Heineken, Life Style Sports, and AIB among others. He has also delivered award winning insight and brand planning work with The Road Safety Authority, Aer Lingus, Three, Ulster Bank and O2.
Andy has over 15 years’ experience working in...2022-03-3039 min
Mi3 Audio EditionMental availability, brand rejection, Binet & Field, ESOV and Ehrenberg-Bass: New B2B data shows marketers should flip the funnel sideways for business growth, B2C strategy also on the hookMi3’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 Gro...2022-03-2848 minUncensored CMOHow Brands Grow - Byron Sharp, Ehrenberg-Bass InstituteByron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute – the world’s largest centre for research into marketing. His first book How Brands Grow: what marketers don’t know has been called one of the most influential marketing books of the past decade (Warc, 2015) and was voted marketing book of the year by AdAge readers. In 2015 he published the follow-up How Brands Grow Part 2 with Professor Jenni Romaniuk. He has also written a textbook Marketing: Theory, Evidence, Practice which reflects modern knowledge about marketing and evidence-based thinking. The revised 2nd editionof the textboo...2022-02-031h 06
Brandwidth® Big Ideas on Small Business MarketingHow to build a B2B brand and the problem with LinkedIn Ads
In this episode we discuss:
Why is so much marketing literature focussed on B2C
What does Jenni Romaniuk have to say about B2B?
Does the law of double jeopardy matter for B2B as much as it does for B2C?
Benefits of ling term brand building for B2B businesses
Priming a buyer for your B2B brand
In market buyers vs out of market buyers.
How and where should we advertise for B2B?
Is LinkedIn a dog?
2022-01-2341 min
B2B Insights Podcast#38: Brand Masters - Jenni RomaniukJoin 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.2021-11-1753 min
Call To ActionThe man behind some of Britain’s most famous ads & author of Anatomy of Humbug, Paul Feldwick
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 accoun...2021-10-2954 min
On Branding PodcastBuilding Brand Assets with Jenni RomaniukLearn 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! 👉https://amzn.to/2OkfJNt
Learn more: ➡️ https://www.ebaqdesign.com/podcast/292021-09-1745 min
Call To ActionWhy everyone hates marketers according to one of the most maverick marketers on the planet, Louis GrenierThis week we’re leading the frontline charge against marketing B.S. by catching and conscribing the fiery Frenchman and frère from another mère, Louis Grenier.
Quite simply one of the most maverick marketers on the planet, Louis’ mega-successful marketing podcast, Everyone Hates Marketers, has over 1 million downloads and interviews industry giants like Seth Godin and Mark Ritson.
Lend us your ears for a riotous rendezvous on why everyone really hates marketers, being radically different, how to up your Tinder game, the problem with looking at your own belly button, misquoting Richard Shotton, psychographics, and a bike shed load more...2021-05-2858 min
BRANDERMANJenni Romaniuk | Designing Distinctive Brand Assets | E19How 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...2021-04-2639 min
Actionable Marketing PodcastAMP 230: Bringing Data and Creativity Together to Create Better Content With Anastasia Leng From CreativeXAs a marketer, do you need to create content that applies insights derived from data and research? If so, pay attention to the right data and apply it the right way to produce the most effective work possible. Today’s guest is Anastasia Leng from CreativeX. She talks about where marketers get misled with data and how to merge data and creativity to create content that connects with customers. Some of the highlights of the show include: Data-backed Content: Objective way to understand what’s in each content piece Performance: After putting piece...2021-04-1336 min
Let's talk brandingEthan Decker - No more branding bsIn this episode, I talk with Ethan Decker. Founder at Applied brand science and expert in consumer psychology, branding, and marketing. We debunk some serious branding bs and talk about creative leaps from the laws of marketing. Ethan also drops some really handy tricks and tips on how to do marketing science on a budget.We talk about:Debunking branding myths such as brand loyaltySidestepping typical language in branding to overcome discussions How sneaker buying is the same as airplane buyingTaking creative leaps from the laws of marketingBooks, people, links and other juicy stuff:2020-10-1242 min
Digital Marknadsföring med Tony HammarlundJohnny Federley Kroneld: från Coca-Cola till Barncancerfonden #53Karriären började på amerikanska Hewlett-Packard och gick sedan vidare till läskedryckjätten Coca-Cola.
Johnny Federley Kroneld är idag marknadsansvarig på Barncancerfonden och har varit med om att ta insamlingen till nya rekord med prisvinnande kampanjer som “Barn och cancer hör inte ihop”.
Jobbet som marknadskoordinator på Hewlett-Packard blev starten på Johnnys karriär som marknadsförare där han också arbetade under åtta år och befordrades till digital marknadsansvarig.
Efter Hewlett-Packard tog Johnny steget över till Coca-Cola, även där som digital marknadsansvarig och arbetade bland annat med den fantastiska “Share a Coke”-kampanjen. Något han även berättar mer om i i...2020-09-1400 min
AEC MarketeerEpisode 9: Exploring B+C Marketing StrategiesAndy Piece, Group Strategy Director.
Andy leads the Strategy Practice in Core, and has done so since its inception in 2015.
In that time he has worked on brand and marketing strategy projects for a wide variety of businesses, both large and small. Examples include The National Lottery, Three, The Irish Stock Exchange, The National Broadband Plan, Heineken, Life Style Sports, and AIB among others. He has also delivered award winning insight and brand planning work with The Road Safety Authority, Aer Lingus, Three, Ulster Bank and O2.
Andy has over 15 years’ experience working in...2020-09-0240 minAEC MarketeerEpisode 9: Exploring B+C Marketing StrategiesAndy Piece, Group Strategy Director.
Andy leads the Strategy Practice in Core, and has done so since its inception in 2015.
In that time he has worked on brand and marketing strategy projects for a wide variety of businesses, both large and small. Examples include The National Lottery, Three, The Irish Stock Exchange, The National Broadband Plan, Heineken, Life Style Sports, and AIB among others. He has also delivered award winning insight and brand planning work with The Road Safety Authority, Aer Lingus, Three, Ulster Bank and O2.
Andy has over 15 years’ experience working in...2020-09-0240 min
Let's talk brandingGreatest hits - What I've learned so far from the podcast.In this compilation episode, I walk you through some of the most valuable lessons I've learned from the last podcast season. I connect the different lessons from brand builders such as Byron Sharp, Jenni Romaniuk, JP Castlin, and many more.Here's a list with all the episodes featured:Byron SharpJenni RomaniukPhil BardenMark PollardClaire StricketDarren ColemanWiemer SnijdersRyan WalmanRory SutherlandIf you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can a...2020-07-3040 min
Let's talk brandingEpic fails in branding.In this solo episode, I walk you through some of the most 'epic fails' in branding. Mistakes I made or I see other people in the industry make. How not to execute a branding project and how to avoid those mistakes.Here are the mistakes:Not getting the category cuesGeneric brandingIgnoring the fame of brand assetsTrendy brandingThe one sock approachThe one sock approachHere are some links:Building distinctive brand assets by Jenni RomaniukHeinz rebrandKellogs rebrandIf you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe...2020-07-2141 min
Call To ActionA masterclass in measuring and managing distinctive brand assets with Jenni Romaniuk, Associate Director at the Ehrenberg-Bass InstituteWe’ve cast a net off the coast of Adelaide this week to catch one of the globe’s greatest researchers and Sci-Fi fans, Jenni Romaniuk. Jenni is Research Professor and Associate Director (International) at that conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world’s biggest brands.
She is the author of two must-read books; Building Distinctive Brand Assets and How Brands Grow Part 2, co-authoring the latter with industry legend Professor Byron Sharp, as well as being an engaging and entertaining keynote speaker at global industry conferences.
She chinwags to us on...2020-06-121h 02Brandwidth® Big Ideas on Small Business MarketingHow Not to Refresh a Brand
In this episode we discuss:
The dangers associated with re-branding using the example of Harvey World Travel / Hello World.
When should you re-brand?
Why you should proceed with caution.
Why we are so easily tempted to update our assets?
Resources Mentioned
Where did ‘Hello World’ come from? – https://stackoverflow.com/questions/602237/where-does-hello-world-come-from
Let’s Talk Branding Podcast – Jenni Romaniuk: Building Distinctive Brands – https://www.letstalkbranding.be/home/jenni
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2020-03-1737 min
Let's talk brandingJulius Støback - Understanding distinctive brand assetsWe talk about: Jenni Romaniuk's book: Building distinctive brand assetsJulius his work for Norwegian airlines: article the DrumJulius his websiteHow to research brand assetsDoing online surveys to measure 'fame' of a brand assetSonic branding as an important upcoming assetThe danger of changing a logoThank you so much for listening. If you liked this episode, I would really appreciate a rating on Itunes. Make sure to subscribe to the podcast to get the weekly episodes at your doorstep. If you want the deeper, juicier insights you can also subscribe to the newsletter here . This episode is sponsored b...2019-12-0952 min
Let's talk brandingJP Hanson - From business to brand strategyJP Hanson is the chief executive for international consultancy Rouser, a globally recognized authority on business and marketing strategy, columnist for MarketingWeek and a popular headline speaker. He has delivered keynotes at events all over the world, from Reykjavik to Mumbai and London to Dubai, always with an entertainingly no-nonsense approach. Both a marketer and a lawyer, he is known for his firm belief in critical thinking, observable evidence and complete freedom from hype.We talk about:The Rouser manifestoPositioning vs DistinctivenessLong term vs Short term brand buildingThe definition of brandingTactics vs StrategyHow to understand business...2019-11-041h 02
Let's talk brandingJenni Romaniuk: Building Distinctive BrandsBio: International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2. 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 new book Building Distinctive Brand Assets is a book for any...2019-07-2247 min