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. As the International Director of the world-famous Ehrenberg-Bass Institute she has advised many of the world’s biggest brands and 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, another book by Jenni Romaniuk co-authored with Professor Byron Sharp, will change the way you think about marketing forever.
At the Brand Management 2019, Jenni turns the Ehrenberg-Bass Institute’s latest R&D into a template for how to grow brands in today’s dynamic, divided and sometimes daunting environment. According to her, there are two types of marketing ‘sins’: sins of commission, which are the things you do that damage the brand, and sins of omission, which are the important things you neglect and the brand suffers as a result. Drawing on the Institute’s Laws of Growth framework, Jenni will outline seven ‘sins’ and how to avoid them. Sins that span how we advertise, buy media, segment buyers, try to differentiate brand and much much more. These insights will put you on the redemptive path to sustainable brand growth.