Exploring Brand Health with Jenni Romaniuk
Introduction:
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.”
Coen:
“This new book, ‘Better Brand Health,’ is quite the read. At its core, what indicators tell you a brand is truly healthy?”
Jenni:
“To distil the essence of brand health, we must look beyond financial metrics and delve into the cognitive landscape of the consumer’s mind. It’s about the robustness of the brand memories, the resonance of thoughts, and the depth of feelings people have about brands. A healthy brand is not static but dynamically interacts with these elements within the consumer mind, much like an athlete’s fitness is not a single measure but a composite of various physical strengths and capabilities.
Coen:
“And on the flip side, what symptoms suggest a brand might be losing its health?”
Jenni:
“Much like a garden, a brand requires constant nurturing. Symptoms of decline often start subtle and insidious. They manifest as a gradual erosion of the brand’s presence in the consumer’s mind or a misalignment between the brand’s intended message and the consumer’s recall. It’s not always about being forgotten entirely; sometimes, it’s about being remembered less frequently or for reasons that diverge from the brand’s goals.”
Coen:
“How should companies approach brand tracking to navigate these challenges?”
Jenni:
“Brand tracking is an art as much as it is a science. It’s about creating a feedback loop reflecting your marketing efforts, like a compass guiding a ship through uncharted waters. It should provide insight into how well your brand’s message is etched into the consumer’s memory and how effectively it’s triggered in buying situations. This requires a nuanced approach that appreciates the complexity of consumer behavior and the competitive noise within the context of a marketplace.”
Coen:
“Given the interplay of conscious and subconscious influences on branding, how do you strike the right balance in brand tracking?”
Jenni:
“The balance is delicate. On the one hand, we have direct measures — those that can be ascertained through straightforward questions about a consumer’s emotional response or conscious thoughts. On the other hand, we grapple with the subconscious, where brand influences simmer below the surface. Here, indirect measures are our tools designed to infer mental availability and buying propensity. The key lies in choosing the right tool for the task at hand, ensuring that our measures are both revealing and, very important, also actionable.”
Coen:
“At what stage should smaller brands start to consider brand tracking?”
Jenni:
“I advocate to begin as early as possible. Brand tracking is not an exclusive domain of big brands; it should be a compass for any brand navigating the consumer’s mind. Simple metrics like brand awareness among non-buyers can be incredibly revealing for smaller brands. It’s not about tracking for the sake of more data, but tracking to understand how your nascent brand is beginning to imprint itself in the market consciousness.”
Coen:
“In a complete brand dashboard, what other metrics complement brand tracking for a holistic view?”
Jenni:
“While brand tracking is the cornerstone, it’s not an island. It should be complemented by a suite of metrics that collectively provide a panoramic view of a brand’s performance. Traditional metrics like share of voice have their place, but they must be contextualized within the quality of the messaging and the nuances of consumer engagement. Digital metrics offer immediacy but lack the completeness of the picture provided by solid brand tracking, which remains unparalleled in its depth and diagnostic capability.”
Coen:
What would you say to those in a company who need to be convinced of the value of brand tracking?”
Jenni:
“Brand tracking is the linchpin in understanding the effectiveness of your marketing endeavours. Without it, you are basically navigating blind, hoping our brand’s activity and presence is felt without knowing its true impact. Done correctly, brand tracking should illuminate the path forward, highlighting successes to replicate and pitfalls to avoid.”
Coen:
“Your research in How Brands Grow 2 uncovered surprising uniformity in brand growth patterns globally. Could you share more about how this insight came to light?”
Jenni:
“This insight was serendipitous, revealing itself through research and cross-market analysis. We initially hypothesized that cultural and economic variances would necessitate distinct brand growth strategies. The revelation that the core principles of brand growth transcend these differences prompted a shift in how we approach global branding. It suggested that brands could harness universal principles that facilitate growth. This discovery has recalibrated my advice and reshaped the tools I offer to brands, simplifying their complex strategies into fundamental, actionable principles.”
Coen:
“In today’s data-centric market, what makes a science-based approach to branding imperative?”
Jenni:
“We live in an age where every click, view, and interaction is quantified, creating a vast ocean of data. A science-based approach is the vessel that navigates these waters. It makes sure that branding strategies are not just “creatively compelling” but also scientifically sound. Resonating with consumers on an emotionally engaging and behaviorally motivating level. It’s about the confluence of creativity and empirical evidence, ensuring that our branding strategies are vetted through rigorous scientific scrutiny and adaptable to the ever-changing consumer landscape.”
Coen:
“You’ve tackled the ‘invisible battle for the minds’ in your book. What sparked your interest in this particular aspect of branding?”
Jenni:
“The catalyst was the stark gap I observed between the rich academic theories on branding and the pragmatic, often simplified, industry practices. Through my tenure managing brand health trackers, I’ve witnessed the dissonance between what the academic world knows and how the industry acts. My book aims to serve as a conduit between these worlds, to distil complex theories into practical strategies that brand managers can pragmatically employ. It’s about making the invisible visible, charting the hidden dynamics that influence consumer behavior, and giving a compass to guide brands in influencing the consumer’s subconscious.”
Coen:
“With the evolution of brand measurement, what direction do you see it taking?”
Jenni:
“We stand at a juncture where the traditional pillars of brand measurement are being reassessed against a new backdrop of consumer insights. As our understanding of consumers deepens, we recognize the need for metrics that reflect both consumers’ conscious as well as subconscious interactions and influences. The industry is gradually shifting towards more sophisticated, nuanced measurements that capture the multifaceted relationship between consumers and brands. For me, it’s an exciting time that promises more precise, actionable insights for brand strategists. I wrote ‘Better Brand Health’ anticipating this shift, offering a strategic framework that prepares marketers for a future where data analysis of brand metrics is an essential component of successful brand management.”
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I have been a big fan of the institute and her and Byron Sharp’s work.
In an industry where Marketing (in a certain sense) is still a young science and many marketeers have limited formal training in the field, this book is quite a gem. Most of you will be familiar with How Brands Grow. I encourage you to read this one as well. It’s compulsory for anyone starting at Junbi.ai.
