AMI's In Conversation With... series tells the story of our community, bringing together marketers to share their career journeys, industry experiences and exceptional achievements to foster conversation, encouraging new perspectives and ideas.
Since How Brands Grow popularised the idea of Mental Availability, there has been a rush of often confusing ideas about what Mental Availability is, why it is important and how to measure it. One of the originators of Mental Availability, Professor Jenni Romaniuk, will take us back to the fundamentals of what Mental Availability is all about, why it contributes to brand growth and how a mental availability mindset can help all businesses, large or small.
About our Conversationalist:
Jenni RomaniukResearch Professor of Marketing and Associate Director (International)
Ehrenberg-Bass Institute
Jenni Romaniuk is a Research Professor of Marketing and Associate Director (International) at the Ehrenberg-Bass Institute - the world’s largest centre for research into marketing.
As the key architect behind the Ehrenberg-Bass approaches to Distinctive Asset, Category Entry Point and Mental Availability measurement, Jenni has worked with companies all over the world to help them build stronger brands. Her book, Building Distinctive Brand Assets (Oxford University Press), helps marketers to future-proof their brand’s identity, and set up long-term brand strategies, while How Brands Grow Part 2 builds and expands on the knowledge revolution started in How Brands Grow.
Jenni’s expertise also spans mental and physical availability, brand equity, brand health tracking, word-of-mouth and advertising effectiveness. She was editor of the Journal of Advertising Research from 2014-2016, and now sits on the Journal’s Senior Advisory Board.
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