building distinctive assets
In this practical and insightful presentation, Jenni Romaniuk outlines key points from her acclaimed book Building Distinctive Brand Assets, including why Distinctive Assets are important; how to build Distinctive Assets; and what Distinctive Assets to build (as well as how to avoid common mistakes).
“The purpose of a brand asset is to trigger the brand in people’s minds and can be a mental short cut”.
international director and author, Ehrenberg-Bass Institute
Jenni Romaniuk’s areas of expertise span Brand Health, Distinctive Brand Assets, Mental Availability, Advertising Effectiveness, Word of Mouth and Brand Growth. Her new 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.