More than just a logo? The building blocks for a strong brand identity.
By Professor Jenni Romaniuk, Associate Director (International) at the Ehrenberg-Bass Institute for Marketing Science, University of South Australia Business School
More than just an attractive design, a brand’s logo, tagline, colours, and characters – or distinctive assets – can work to help both company and audience. Drawing on knowledge on how our brain and memory operate, and how people make choices, this talk will show how a strong brand identity can help you make effective business decisions.
A talk for anyone who has or is creating a brand, learn how to assess all parts of your brand identity; how colour, faces and sounds work as neurological triggers for attention; how celebrities can help or hinder a brand; and how to use a brand’s distinctive assets to improve effectiveness in today’s digital world.
Professor Jenni Romaniuk will also delve into questions you encounter daily – what are the best brand assets to grow and how can I build them quickly?; how do I address criticism that my brand’s identity is boring and outdated?; how can I design a brand identity for the 21st-century audience?
The Ehrenberg-Bass Institute’s research into marketing is supported by industry partners across the world. Learn about the future challenges marketing scientists at the Ehrenberg-Bass Institute are addressing and have the opportunity to learn about, and be part of our world-class research right here in Adelaide.