Jenni Romaniuk

Marketing expert Professor Jenni Romaniuk discusses the significance of distinctiveness and differentiation in branding. She shares key elements for building distinctive brands and provides examples of distinctive brand assets. The podcast also explores the challenges faced by brands when entering new regions with different cultures, discusses the new Twitter rebrand, and emphasizes the importance of widening reach and adapting to the changing landscape of marketing.

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.

Brand strategy expert Jenni Romaniuk discusses the importance of brand health and brand tracking using survey tools, highlighting the different metrics and common pitfalls. She emphasizes the significance of starting early with brand tracking and offers alternative metrics for measuring brand health. The conversation also touches on the potential challenges of relying on self-reported data and the upcoming projects and research at the Earnberg Bass Institute.