33 min de escucha
Jenni Romaniuk | Designing Distinctive Brand Assets | E19
Jenni Romaniuk | Designing Distinctive Brand Assets | E19
valoraciones:
Longitud:
40 minutos
Publicado:
26 abr 2021
Formato:
Episodio de podcast
Descripción
How does packaging design impact brand salience? Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute, and author of the books Building Distinctive Brand Assets and How Brands Grow: Part 2.In this episode, we discuss how to future-proof a brand's identity. We talked about the importance of building bridges between the different touchpoints where a brand is present. She also told me what are the biggest mistakes brands make when they try to be distinct.Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth, and the role of loyalty and growth. She has advised many of the world’s biggest brands.Jenni’s book, Building Distinctive Brand Assets, helps marketers to future-proof their brand’s identity, and set up long-term strategies to build and protect their Distinctive Assets. She is also the lead author of How Brands Grow Part 2, published by Oxford University Press. This book includes new insights into emerging markets, services, durables, new and luxury brands.Jenni is a past Editor of the Journal of Advertising Research (2014-2016), and now sits on the Journal’s Senior Advisory Board. Jenni was recently named one of the top 1% most influential advertising researchers.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally.Resources:Jenni RomaniukJenni Romaniuk LinkedInBuilding Distinctive Brand AssetsHow Brands Grow: Part 2Ehrenberg-Bass InstituteEhrenberg-Bass Institute TwitterFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox
Publicado:
26 abr 2021
Formato:
Episodio de podcast
Títulos en esta serie (57)
Ale Paul | Diseño tipográfico y lettering para packaging | E07: ¿Cómo comunica el packaging a través de la tipografía? Ale Paul es un diseñador gráfico, miembro fundador del proyecto Sudtipos, el primer colectivo tipográfico de Argentina. Su carrera como director de arte en prestigiosos estudios de diseño lo llevó a desarrollar la identidad de reconocidas marcas de consumo masivo. Posteriormente se enfocó en la creación de tipografías y lettering para agencias y venta comercial. Podemos ver su trabajo tipográfico en packaging de famosas marcas de consumo masivo a nivel global. En este episodio conversamos acerca de cómo es su proceso proyectual para crear una familia tipográfica, un verdadero rompecabezas de miles de piezas. Reflexionamos acerca de los códigos utilizados en el packaging de los productos de consumo masivo y me contó por qué cree que no hay nada nuevo sin historia. Ha sido galardonado con cinco premios del TypeDirectors Club de NY y nueve de Communication Arts. E de BRANDERMAN