Host Michelle J Raymond welcomes marketing and scientific research expert Professor Jenni Romaniuk (Ehrenberg-Bass Institute), to discuss the importance and impact of distinctive brand assets for B2B businesses, especially on platforms like LinkedIn. They discuss the significance of brand asset building in memory building and marketing, the contrast between asset building and asset usage, as well as the process and tactics for building brand assets. Tips on auditing competitors to counter programs, persistency in memory building, and the concept of brand future-proofing are also shared. The conversation offers essential insights for B2B professionals seeking to accelerate growth and visibility on LinkedIn. The key moments in this episode are: 00:00 Introduction and Guest Welcome 01:55 The Importance of Distinctive Brand Assets 02:32 Defining Distinctive Brand Assets 04:25 The Role of Distinctive Brand Assets in B2B 05:17 Challenges in Building Brand Assets for B2B 10:30 The Shift in B2B Sales and Marketing 11:42 Creating Distinctive Brand Assets in B2B 17:38 Measuring the Impact of Brand Assets 21:20 Examples of Effective Use of Brand Assets in B2B 24:43 Starting the Process of Building Distinctive Brand Assets 29:44 Final Thoughts and Wrap Up Connect with Professor Jenni Romaniuk on LinkedIn - https://www.linkedin.com/in/jenni-romaniuk-2746884/ ABOUT MICHELLE J RAYMOND Michelle J Raymond is an international LinkedIn B2B Growth Coach. To continue the conversation, connect with Michelle on LinkedIn and let her know you are part of the community of podcast listeners.  Connect with Michelle J Raymond on LinkedIn - https://www.linkedin.com/in/michellejraymond/ B2B Growth Co offers LinkedIn Training for teams to build personal and business brands and a LinkedIn Profile Recharge service for Founders/CEOs.  Book a free intro call to learn more  - https://calendly.com/michelle-j-raymond/book-an-intro-call-15mins LinkedIn for B2B Growth Podcast is a fully accessible podcast. Audio, Video, Transcript and guest details are available on our podcast website - https://linkedinforb2bgrowthpodcast.com/ Subscribe to our LinkedIn for B2B Growth YouTube Channel  - https://www.youtube.com/@LinkedInForB2BGrowth #branding