Brand Health: An Interview with Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute

Customer First Thinking
15/05/2024 1h 3min
Brand Health: An Interview with Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute

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Episode Synopsis

Brand tracking studies are a standard research tool for marketers who need to understand how people feel about their brand. The problem with them, according to brand health expert Jenni Romaniuk, is that they don't tell marketers what they really need to know to grow their brand.

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