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Jenni Romaniuk is the Associate Director of the Ehrenberg Bass Institute in Australia. The way brands are viewed and researched is being turned on its head by this institute from down under. Not with complicated models, but with self-evident facts and simple guiding principles. A brand that is not available - physically or mentally - cannot be bought. Small brands grow more slowly than big ones.
The Monkeys has been named Effective Agency of the Year at the 2021 Australian Effie Awards, scooping The Grand Effie, four Golds, two Silvers and one Bronze across three clients, Beam Suntory, Meat & Livestock Australia and NRMA Insurance.
Opinion: The Importance of Getting Noticed at Moments that Matter January 8, 2021 All brands want to get noticed but unless they pay attention to the triggers that are needed to gain mental availability, the brand’s assets and a detailed understanding of category entry points, they could be doomed to failure, writes Richard Colwell. It seems obvious, right? The most important thing a brand needs to do is to get noticed and come to mind easily in a buying situation. Or in current Ehrenberg Bass marketing terms build “Mental Availability.” Advertising looks after brand fame, but if yo...