Bio: 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 anyone with a brand, to help future-proof any brand's identity and learn which strategies work, and which don't. How Brands Grow Part 2, co-authored with Professor Byron Sharp, will change the way you think about marketing forever.
We talk about:
What is a distinctive asset?
The importance of the brand name in building a distinctive asset.
Fonts as a distinctive asset.
The mental structures a new brand has to build.
Fame and uniqueness as measurements for distinctive assets.
Is distinctiveness what makes people buy?
What all you need to do when thinking about brand strategy.
The key factors of mental availability.
How to create focus with limited resources?
When is it time to completely re-brand?
Important Quotes:
“Make steps to build it.”
“Not everything has to be a distinctive asset.”
“Clarify what’s important.”
“Bigger brands are not more differentiated.”
“Stand out in the retail environment.”
“All of it can still be done if you’re a small brand.”
“Loyalty will always have it’s limits.”
Jenni Romaniuk: Building Distinctive Brands