How Brands Grow According to Research

Professor Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute, Adelaide University, breaks down the science behind how brands are remembered.

We explore why memory is at the heart of effective marketing, why only a small percentage of buyers are in-market at any given time, and what marketers should be doing to build future demand. Jenni explains the concepts of mental availability, category entry points, and distinctive assets, and why they're some of the strongest predictors of long-term brand growth.

We also discuss why so much advertising goes unnoticed, how outdoor brands can escape the sea of sameness, and why marketers should stop trying to communicate everything at once and instead focus on leaving behind one useful memory.

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This podcast is produced by Port Side. We help outdoor brands grow by building a content engine. Want to learn more about how we can help?

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