{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F82b8d544-ce43-4026-8211-4883d68e3758","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 025: Better Brand Health, with Jenni Romaniuk\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/82b8d544-ce43-4026-8211-4883d68e3758\"></iframe>","title":"SBP 025: Better Brand Health, with Jenni Romaniuk","description":"<p>This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel.&nbsp;</p>\n<p>With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion!&nbsp;</p>\n<p>Enjoy the show.</p>\n<p>________________<br>\n<strong>Our Guest</strong></p>\n<p>Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/&nbsp;</p>\n<p>Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/</p>\n<p>Visit Jenni's Website: <a href=\"http://www.jenniromaniuk.com/\"><u>http://www.jenniromaniuk.com/</u></a></p>\n<p>____________<br>\n<strong>The Sleeping Barber Podcast:</strong></p>\n<p>Follow our updates here: <a href=\"https://www.linkedin.com/company/sleeping-barber/\">https://www.linkedin.com/company/sleeping-barber/</a></p>\n<p><strong>Get in touch with our hosts:</strong></p>\n<p>Marc Binkley: <a href=\"https://www.linkedin.com/in/marcbinkley/\">https://www.linkedin.com/in/marcbinkley/</a></p>\n<p>Vassilis Douros: <a href=\"https://www.linkedin.com/in/vassilisdouros/\">https://www.linkedin.com/in/vassilisdouros/</a></p>\n<p>________________<br>\n<strong>Literature</strong></p>\n<p>Category Entry Points in a B2B World: <a href=\"https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b\"><u>https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b</u></a></p>\n<p>Laws of Marketing with Nicole Hartnett:<u> </u><a href=\"https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143\"><u>https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143</u></a></p>\n<p>________________<br>\n<strong>Timestamps</strong></p>\n<ul>\n <li>0:55 - Intro to Jenni</li>\n <li>2:27 - Why did you write this book now?</li>\n <li>6:00 - B2B or B2C - Who will benefit from this book?</li>\n <li>8:44 - Why people often hate their brand trackers</li>\n  <li>11:15 - Some metrics don\u2019t need to be tracked</li>\n  <li>15:14 - Brand rejection: why you don\u2019t need to track all metrics all the time</li>\n  <li>20:00 - Loyalty, where\u2019s the evidence?</li>\n  <li>23:22 - Does it really cost 5x more to make a customer than keep one?</li>\n  <li>25:47 - Why the Laws of Marketing are important to your brand health tracking</li>\n  <li>29:03 - Do the laws apply to B2B and B2C?</li>\n  <li>30:16 - Why your brand\u2019s user profiles should match the category</li>\n  <li>33:41 - The trouble with differentiation</li>\n  <li>36:08 - The laws of marketing in subscription v. repertoire markets</li>\n  <li>38:55 - Is the AIDA Funnel really valuable?</li>\n  <li>42:50 - What and when is brand awareness useful?</li>\n  <li>48:32 - Brand tracker tip #1: Design for the category</li>\n  <li>49:43 - Brand tracker tip #2: Analyze for the buyer</li>\n  <li>50:44 - Brand tracker tip #1: Report for the brand</li>\n  <li>52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall</li>\n  <li>57:50 - Post-pod with V and Marc</li>\n</ul>\n<p><strong>____________<br>\nWhere to listen</strong></p>\n<p>Apple Podcasts: <a href=\"https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324\">https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324</a></p>\n<p>Spotify: <a href=\"https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF\">https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF</a></p>\n<p>Google Podcasts: <a href=\"https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw\">https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW</a></p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/e8ace566-4520-429d-9c39-7802d43a1311/21697713-1678312236341-9a0d99ecd15f4.jpg"}