Jenni Romaniuk, Author at MediaCat

Professor Jenni Romaniuk

Research Professor of Marketing and Associate Director (International) at the Ehrenberg-Bass Institute

Professor Jenni Romaniuk is a Research Professor of Marketing and Associate Director (International) at the Ehrenberg-Bass Institute. Jenni is the key architect behind the Ehrenberg-Bass approaches to Distinctive Asset, Category Entry Point and Mental Availability measurement. 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 Better Brand Health provides a valuable resource for those looking to get the most out of their brand health tracking. A past editor of the Journal of Advertising Research, Jenni now sits on the Journal’s Senior Advisory Board.

ALL ARTICLES

Five steps to shake off that ‘heaviest of buyers’ mindset

‘Remember what it was like to know very little about a category’... 16.10.2024

Are the Laws of Growth in fashion?

Do people buy fashion brands differently to other categories?... 12.09.2024

Thinking differently about different thinkers

What if history's greatest thinkers had been marketers?... 06.08.2024

The drawbacks of ‘renting’ Fame

When marketers employ celebrities they are simply renting fame... 18.07.2024

Can we please re-think political advertising?

'Is it any wonder that people are turned off and disengaged with politics?'... 03.06.2024

Non-profits: where people power fuels change

What can the non-profit sector learn from the Laws of Growth?... 08.05.2024

Media planning: An intervention

'I have to let you know that you aren’t making very good media choices right now'... 10.04.2024

Is laughter the best growth medicine?

If humour distracts from the brand rather than embed it in memory, the joke's on you!... 08.03.2024

Maybe she’s born with it, maybe it’s (brand) relevance?

An effective Distinctive Asset is about being a relevant face... 16.02.2024

If AI took over making marketing decisions, would anyone notice?

Introducing Jenni Romaniuk's new column, Just In Case You Missed It...... 29.01.2024