World's Greatest Business Thinkers #24: How Brands Grow (with Jenni Romaniuk, Research Professor at Ehrenberg-Bass Institute)
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Apr 10, 2025 Jenni Romaniuk, Research Professor and International Director at the Ehrenberg-Bass Institute, shares her expertise in branding and consumer psychology. She discusses the critical concepts of Double Jeopardy and Duplication of Purchase Law, explaining how small brands can struggle with customer retention. The conversation highlights the importance of brand fame, effective positioning, and mental availability. Jenni challenges traditional views on brand differentiation and emphasizes innovative research methods to enhance brand tracking in B2B marketing.
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Double Jeopardy and Growth
- Brand growth comes primarily from acquiring new customers, not increased loyalty.
- Double Jeopardy: small brands suffer twice — fewer buyers and slightly less loyalty.
Duplication of Purchase Law
- New customers come from all brands, but disproportionately from larger brands.
- Target everyone, not just competitors' customers, to maximize acquisition.
Growth Strategies for Small Brands
- Small brands should project a larger image than their actual size.
- Achieve this through broad reach, high-profile activities, and consistent branding.
