SBP 025: Better Brand Health, with Jenni Romaniuk

This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel.  With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion!  Enjoy the show. ________________ Our Guest Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/  Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/ Visit Jenni's Website: http://www.jenniromaniuk.com/ ____________ The Sleeping Barber Podcast: Follow our updates here: https://www.linkedin.com/company/sleeping-barber/ Get in touch with our hosts: Marc Binkley: https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/ ________________ Literature Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143 ________________ Timestamps 0:55 - Intro to Jenni 2:27 - Why did you write this book now? 6:00 - B2B or B2C - Who will benefit from this book? 8:44 - Why people often hate their brand trackers 11:15 - Some metrics don’t need to be tracked 15:14 - Brand rejection: why you don’t need to track all metrics all the time 20:00 - Loyalty, where’s the evidence? 23:22 - Does it really cost 5x more to make a customer than keep one? 25:47 - Why the Laws of Marketing are important to your brand health tracking 29:03 - Do the laws apply to B2B and B2C? 30:16 - Why your brand’s user profiles should match the category 33:41 - The trouble with differentiation 36:08 - The laws of marketing in subscription v. repertoire markets 38:55 - Is the AIDA Funnel really valuable? 42:50 - What and when is brand awareness useful? 48:32 - Brand tracker tip #1: Design for the category 49:43 - Brand tracker tip #2: Analyze for the buyer 50:44 - Brand tracker tip #1: Report for the brand 52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall 57:50 - Post-pod with V and Marc ____________ Where to listen Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW