Prof. Jenni Romaniuk (Australia)

Distinctive Assets:  Addressing the tension between Consistency and Modernisation

Summary

This is relevant to anyone with a logo or a pack who has wondered.... is it time for a facelift?

When managing Distinctive Assets there is often a debate between keeping the asset looking consistent and the pressure to keep with the times and modernise the visual aesthetic. Drawing on recent research, Professor Jenni Romaniuk of the Ehrenberg-Bass Institute will help you identify indicators that the time might be right for a change, and separate those from when sticking with what you have is the better option. She will also highlight how many brands get consistency wrong, and that this is causing unnecessary harm to the longevity of Distinctive Assets.

Biography

Professor Jenni Romaniuk is a Research Professor of Marketing and Associate Director (International) at the Ehrenberg-Bass Institute - the world’s largest centre for research into marketing.

As the key architect behind the Ehrenberg-Bass approaches to Distinctive Asset, Category Entry Point and Mental Availability measurement, Jenni has worked with companies all over the world to help them build stronger brands. She has written three books: Building Distinctive Brand Assets, which helps marketers to future-proof their brand’s identity, How Brands Grow Part 2 which builds on the knowledge revolution started in How Brands Grow and her new book, Better Brand Health provides a valuable resource for those looking to get the most out of their brand health tracking.

Jenni’s expertise spans mental and physical availability, brand equity, brand health tracking, word-of-mouth and advertising effectiveness. She was editor of the Journal of Advertising Research from 2014-2016, and now sits on the Journal’s Senior Advisory Board.