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 book
The one question Jenni hasn’t been asked
Publicity over persuasion
How even academics don’t always have the right beliefs
Can you have too many distinctive assets?
How marketers over estimate the number of assets they have
Why Ehrenberg Bass use an owl as their distinctive asset
How do you measure a distinctive asset
Does the time frame of measurement make a difference
The difference between new and super light buyers for Lucozade
Brand tracking on a small budget
Why differentiation is the most surprising discovery by EBI
What inspired the book  
Starting with the laws that shape how brands grow
The important of asking the right questions
Calibrating your tracker for your brand size
Which definition of brand awareness to use
The importance of non-buyers to your trackers
Designing for the category not your own objectives
Why brand awareness is a lot less stable than you think
The probabilistic nature of memory and why recall changes
The power of Donald Trumps hair
Types of brand attributes and the role they play
How many category entry points does a brand need
Mental market share and how to measure it
Distribution points of the mind
The importance of share of mind
Jenni writes a song to brand love
How to measure your marketing  
Some advice for Word of Mouth
The role of physical availability on brand health
The importance of physical availability to convert customers
Shopping distinctive assets