Podcast

Designing packaging is more than just dressing a product. Good design informs, seduces, creates an experience and even saves the planet.

Branderman Podcast Hernán Braberman

Episode 19

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Jenni Romaniuk | Designing Distinctive Brand Assets

April 26th 2021



Episode notes

How does packaging design impact brand salience? Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute and author of the books Building Distinctive Brand Assets and How Brands Grow: Part 2.

In this episode, we discuss how to future-proof a brand’s identity. We talked about the importance of building bridges between the different touchpoints where a brand is present. She also told me what are the biggest mistakes brands make when they try to be distinct.

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. She has advised many of the world’s biggest brands.

Jenni’s book, Building Distinctive Brand Assets, helps marketers to future-proof their brand’s identity and set up long-term strategies to build and protect their Distinctive Assets. She is also the lead author of How Brands Grow Part 2, published by Oxford University Press. This book includes new insights into emerging markets, services, durables, new and luxury brands.

Jenni is a past Editor of the Journal of Advertising Research (2014-2016), and now sits on the Journal’s Senior Advisory Board. Jenni was recently named one of the top 1% most influential advertising researchers.

Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally.

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