The science of baking

The act of buying a new brand is not revolutionary. It is not a huge event in people's lives. It is not the road to Damascus. It is more akin to a little nudge, give it a go type of thing. If a brand wants to be successful then it needs to understand this. These are the thoughts of Prof Jenni Romaniuk when she addressed delegates at the launch of her second book, How Brands Grow 2 at the Wanderers Club in Johannesburg. The event was hosted by Spark Media. An international research professor and author from the Ehrenburg Bass Institute in Australia, this is Prof Romaniuk's second visit to South Africa.

How Brands Grow 2 follows on from her first book, How Brands Grow. She describes How Brands Grow 2 as a book about action, "The first book was about evidence. The second is about extending this evidence into action."

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