Better Brand Health - Jenni Romaniuk, Ehrenberg-Bass

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 bookThe one question Jenni hasn’t been askedPublicity over persuasionHow even academics don’t always have the right beliefsCan you have too many distinctive assets?How marketers over estimate the number of assets they haveWhy Ehrenberg Bass use an owl as their distinctive assetHow do you measure a distinctive assetDoes the time frame of measurement make a differenceThe difference between new and super light buyers for LucozadeBrand tracking on a small budgetWhy differentiation is the most surprising discovery by EBIWhat inspired the book  Starting with the laws that shape how brands growThe important of asking the right questionsCalibrating your tracker for your brand sizeWhich definition of brand awareness to useThe importance of non-buyers to your trackersDesigning for the category not your own objectivesWhy brand awareness is a lot less stable than you thinkThe probabilistic nature of memory and why recall changesThe power of Donald Trumps hairTypes of brand attributes and the role they playHow many category entry points does a brand needMental market share and how to measure itDistribution points of the mindThe importance of share of mindJenni writes a song to brand loveHow to measure your marketing  Some advice for Word of MouthThe role of physical availability on brand healthThe importance of physical availability to convert customersShopping distinctive assets