135: [BEST OF] A masterclass in managing distinctive brand assets with Jenni Romaniuk of the Ehrenberg-Bass Institute.

This year marks 5 years since our maiden episode launched in 2019. And to celebrate Call to Action® turning 5, we’ve asked the …Gasp! team to rummage through all 130 episodes to re release some of their favourites. 

In June 2020, we cast a net off the coast of Adelaide and caught one of the globe’s greatest researchers, Jenni Romaniuk, for her first of two Call to Action® appearances. 

Jenni is a Research Professor at the conveyor belt of marketing stars, the Ehrenberg-Bass Institute, where she has advised many of the world’s biggest brands. She’s also authored what’s now a trilogy of true industry bibles; How Brands Grow 2, Building Distinctive Brand Assets, and Better Brand Health. 

In one of our most listened to episodes of all time, you can hear all about Jenni’s first job as a talented mixologist, how to build mental availability, context, memory, metrics, and more. If you work for a company with a brand logo, font or colour scheme, this episode is as close to essential listening as you’re going to get to understand how to build, measure, manage and, crucially, protect distinctive brand assets. 

Feel better about marketing with Episode 39 of Call to Action® with Professor Jenni Romaniuk. 

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Follow Jenni on LinkedIn.
If you haven’t already, you’d be a fool not to fill your ear canals up with Jenni’s second cameo on Call To Action®, here.
And check out her books; Building Distinctive Brand Assets, How Brands Grow Part 2, and Better Brand Health.

Timestamps
(01:55) - Quick fire questions
(04:30) - First job behind the bar at a football club 
(07:00) - Getting a phone call from Byron Sharp and landing a job at EBI 
(12:30) - How Brands Grow 2 and Building Distinctive Brand Assets 
(17:05) - How to build mental availability 
(24:10) - The link between context and memory  
(31:25) - Best practices for managing and measuring distinctive assets
(45:35) - Listener questions 
(52:40) - 4 pertinent posers 
Jenni’s book recommendation is: 
A Scandalous Life by Mary S. Lovell 

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