Only 4% Of Aussie Men ‘Love’ Their Beer Brand (So What Hope For Other Brands?)

According to Professor Jenni Romaniuk too many marketers want their customers to love their brands when the stark reality is most couldn’t give a stuff.

Romaniuk (pictured below) is associate director of the Ehrenberg-Bass Institute at the University of South Australia – the world’s largest marketing research centre and just released the book How Brands Grow Part 2 co-authored with Professor Byron Sharp.

According to Romaniuk, this idea that customers should love a brand is “romantic by nature” but adds, “romance doesn’t pay the bills”.

Recent Ehrenberg-Bass research found that only four per cent of Australian males said they “loved” their favourite beer brand and “if you can’t get Aussie men to love their beer, what hope do our shampoo, canned tomatoes or toilet cleaner manufacturers have?” adds Romaniuk.

Read the full article at B&T.