Exploring Brand Health with Jenni Romaniuk
In a world where brand perception can make or break market success, understanding your brand’s health might be more crucial than ever. I interviewed Jenni Romaniuk of the Ehrenberg-Bass Institute, who after co-authoring “How Brands Grow 2,” together with Byron Sharp now brings clarity to the concept of brand health in her new and aptly named book, “Better Brand Health.”
Interviewer (Coen):
“Jenni, could you share a bit about yourself before we dive in?”
Jenni Romaniuk:
I’m immersed in the science of branding, serving as a research professor and the associate director international at the Ehrenberg-Bass Institute. My passion lies in dissecting and enhancing the understanding of how brands grow and remain healthy in the consumer’s mind, which is the centerpiece of my book.”
Coen:
“Jenni, your pioneering approach has had a big impact on branding. Can you delve into the philosophy that underpins your writing methodology?”
Jenni Romaniuk:
“Writing, for me, is an expedition into the heart of branding. It requires an unwavering commitment to understanding and an unquenchable curiosity. In my work, particularly in ‘Better Brand Health,’ I strive to weave a narrative grounded in empirical evidence while also elevating the discourse on branding. The philosophy that drives me is one of relentless pursuit of knowledge — to challenge existing assumptions, to venture into uncharted territories, and to return with solid insights that help the branding field forward. It’s about crafting a narrative that’s not only reflective of my personal growth but also equips the readers with practical tools to navigate the complexities of modern branding.”
Coen:
“How does this reflective process impact your writing approach?”
Jenni:
“Immensely. Each book reflects my journey at that point in time — a confluence of what I know, what I question, and what I seek to understand. The duality of this process means that I embark on each writing project with a foundational concept, a belief or a theory that I’m prepared to defend or deconstruct. As the writing progresses, it’s shaped by new research, insights from peers, and shifts in the market, transforming into a living document that captures the dynamic reality of the branding industry. It’s a testament to the idea that our understanding of branding must be as dynamic as the marketplace itself.”
Read the full interview on Medium.
