Better Brand Tracking - Jenni Romaniuk - Ehrenberg-Bass Institute (English)

Jenni Romaniuk is a Research professor International Director of the Ehrenberg Bass Institute of the University of South Australia. The EBI Institute is the largest marketing research center in the world, busting pseudo science and marketing myths. They showed with empirical research that brands need to be brain friendly - meaning that we need to take the function of perception, memory and retrieval as a basis to think about how we can make brands grow. They urged marketers to focus on attracting light category buyers, showed them that greater loyalty amongst heavy users doesn't necessarily translate into market success, created the controversy with stating that distinctiveness trumps differentiation, and even more provocatively, that behavior drives perception, not the other way around. She wrote three highly influential books: “How Brands Grow Part 2”- coauthored with Byron Sharp, “Building distinctive Brand Assets and her newest “Better Brand Health”, is one of the leading researchers on brand equity, advertising effectiveness, distinctive brand assets, word of mouth, loyalty and brand growth and pioneered Mental Availability measurement and metrics.