Better Brand Health: The case for brand health tracking This is a speed read version of Jenni Romaniuk’s book “Better Brand Health”. It is a foundational piece for our brand health tracking here at Bamboozled. Hopefully this series is a nudge to reading it yourself (as there’s no replacement for that) or speaking to us […]
Author Archives: Richard Bambrick
28
Jul
Jul
Distinctive Brand Assets – Andy Freight Distinctive Brand Assets are triggers for the brand in people’s memory. They come in many forms – jingles, music, stings, straplines, logos, colours, patterns etc. The work of Jenni Romaniuk, Ella Ward, PhD, Dr Virginia Beal, William Caruso at the Ehrenberg-Bass Institute has helped brand managers better understand the role and importance […]
25
Jul
Jul
For decades, the myth of brand growth requiring deep brand love & loyalty has been peddled by brand & research agencies. However, the evidence suggests, much of the loyalty we see is, as Bob Hoffman says, “nothing more than habit, convenience, mild satisfaction, or ease of availability”. Think about your own behaviours. When you go […]
15
Jun
Jun
Bananas can teach us marketers many things… 1. HOW BRANDS GROW Most brands buying pattern follows a banana shape, with a few heavy buyers and lots of light buyers. To grow, brands need to focus on recruiting light buyers. See “Eat your Greens” by Wiemer Snijders at The Commercial Works for more …https://lnkd.in/e8dxmhCr). 2. DISTINCTIVENESS Bananas are […]
15
Jun
Jun
Mental Availability Brand Health Tracking Many a brand/marketing manager is focussed on what they want their brand to be perceived by customers e.g. adjectives like modern, cool, authentic, desirable, technical, stylish are common…. While these kind of attributes may be useful to think about, they often make the assumption that your brand is going to […]
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