Jenni Romaniuk: properly measuring brand health is one of the most valuable tools
Don’t believe me, trust science – it leads to smarter decisions, says Jenni Romaniuk in an interview for MAM. A professor from the Ehrenberg-Bass Institute and a leading expert on brand value spoke at the Brand Management conference after four years.
In 2019, you spoke in Prague about the seven sins of marketing. Have there been any new ones since then?
Not exactly. Rather, I noticed different ways of doing old things. For example, before covid there were far more people who wanted to disrupt everything. Now it seems to me that on the contrary, the trend is that people jump much faster on the wave of criticism of any changes. It would be good to find a middle ground.
This time you focused on measuring the health of brands, about which you published a publication this year. Can you introduce your work?
Anyone involved in monitoring brand health wants to understand why to do it and how to do it right. For years, people have told me that measurement frustrates them. They don’t like how it works and see no use for it. So the goal is to make the most of what is often one of the biggest spenders in a marketer’s research budget. Because when done right, it can be one of the most valuable tools at their disposal.
Read the full article in Marketing & Media.