Jenni Romaniuk: Building Distinctive Brands
“Clarify what’s important.”
In this episode, I talk with professor Jenni Romaniuk, author of books like How Brands Grow 2 and Building Distinctive Assets. We talk about distinctive assets, how to develop them and the psychology behind branding.
Subscribe to the podcast on your favourite podcast listener.
Subscribe on Apple podcasts
Subscribe on Spotify
Subscribe on Google Podcasts
Or you can subscribe to the newsletter below this page to get the latest episode in your inbox.
SHOW NOTES
In this episode, I talk with professor Jenni Romaniuk, author of books like How Brands Grow 2 and Building Distinctive Assets. We talk about distinctive assets, how to develop them and the psychology behind branding. It’s a deep dive into the science behind branding.
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.”
Thank 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 below. This episode is sponsored by Holabrief, The go-to platform for creative briefs. If you want to subscribe, you can use the code LTB and get a 20% discount.
This episode is supported by HolaBrief
Very few projects end up with exceptional results. HolaBrief makes it easy to ask all the right questions and nail your design brief every time. Built by designers, for designers. Get early access to Holabrief by subscribing now.
