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.

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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/

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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/

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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

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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

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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