Memory, Marketing Myths, Category Entry Points and Distinctive Assets
Jenni Romaniuk is one of the premiere experts in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth, loyalty and and how brands grow.
Background on Jenni Romaniuk
Jenni Romaniuk joins our host Marc Binkley for an in-depth discussion on memory, marketing myths, category entry points and building distinctive assets. Jenni is an expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Jenni 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.
0:00 – Intro
1:46 – Jenni Romaniuk Bio
3:19 – How memory works for brand building and the trouble with customer centricity
7:16 – The imperfection of memory recall for brands using celebrity endorsers
9:45 – The myth of word of mouth marketing
12:15 – An alternative view of what advertising actually is
13:36 – Why Tesla doesn’t need to advertise …
15:01 – … and why Coke does need to advertise
16:30 – Why growth depends on expanding your customer base, not primarily building loyalty
17:39 – Why growing through loyalty is not a real choice for brands to make
20:21 – What is the Law of Buying frequency (Negative Binomial Distribution) and why every packaged good marketer needs to know it.
26:02 – Why the marketing funnel is holding marketers back & why you can’t count on heavy buyers
30:15 – Why B2B marketers also need to prioritize expanding their customer base
33:52 - The 3 critical features of effective creative
40:20 – The importance of category entry points and why brand awareness is not specific enough
44:44 – Where share of search fits into the mix of marketing metrics
46:55 – The difference between distinctiveness and differentiation
49:36 – How category entry points build paths for creating customer value
51:22 – Why brand distinctiveness is important for building recall in category entry points
52:52 – Why differentiation isn’t a requirement to create value
58:10 – Why differentiation is unnecessary to grow a brand
1:01:00 – Examples of distinctive assets
1:05:02 – Why marketers should manage multiple distinctive assets
1:08:25 – What to consider when choosing a distinctive asset
1:12:07 – Why execution matters when building distinctive assets
1:12:52 – Two take-aways for every marketer
1:13:53 – How to find out more about JenniLinksEhrenberg-Bass InstituteHow Brands Grow Part 2 - revisedBuilding Distinctive Brand AssetsJenni on LinkedInJenni's website
Listen Here: A-Cast Episode 29: Memory, Marketing Myths, Category Entry Points and Distinctive Assets with Jenni RomaniukSubscribe to the A-Cast on Spotify or Apple Podcasts. Follow Anstice Communications on Instagram, Facebook, and LinkedIn to stay up-to-date on the A-Cast and agency news.