In this episode of Branducation, I sit down with Professor Jenni Romaniuk, a leading expert in brand growth, consumer memory, and distinctive brand assets, to explore what it takes to build brands people remember.
In a world of constant content, rapid marketing decisions, and AI-generated messaging, Jenni explains why so many brands are becoming forgettable. We discuss the importance of mental availability, what businesses should measure to understand consumer perceptions, and why research matters when making brand decisions.
Jenni also shares her perspective on AI as a tool to support efficiency, not replace human creativity or brand voice. We explore why relevance often matters more than differentiation, how emotional and rational decision-making work together, and what businesses should consider before making major changes to their logo, packaging, or identity.
If you are building a brand, planning a rebrand, or looking for more effective ways to stand out in a crowded market, this episode offers practical, evidence-based insights to help your brand grow.
About Jenni Romaniuk
Jenni Romaniuk is the International Director of the Ehrenberg-Bass Institute for Marketing Science and a leading authority on brand equity, mental availability, advertising effectiveness, brand health, and distinctive assets.
She is the author of Building Distinctive Brand Assets and Better Brand Health, and co-author of How Brands Grow Part 2 — Revised with Professor Byron Sharp. Her work helps organizations apply marketing science to build stronger, more memorable brands.
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Branducation with Bill Harper is your go-to podcast for mastering the art of marketing, branding, storytelling, and business growth. Each episode features conversations with entrepreneurs, marketers, and industry leaders who share actionable insights to help you build a stronger brand, create better marketing, and grow your business.
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