Management Culture for Brand Growth - Magda Nenycz-Thiel – Ehrenberg Bass Institute

Magda is Professor at the Ehrenberg Bass Institute for Marketing
Science at the University of South Australia. Magda has been the
first Mars-funded chair at the Ehrenberg-Bass Institute and led for
three years the Mars Marketing Lab. She is one of the leading
experts in helping organisations on their transformational journey
to better marketing results through science. Together with her
team, she pioneered the category growth research at the Ehrenberg
Bass and founded the Industry Growth Initiative. Magda contributed
to “How brands grow” Part 2 and her academic work has been
published widely. She regularly presents at academic and industry
conferences around the world and is an associate editor at the
Journal of Advertising Research. Amon other things we talk about: -
why building relationships drive sales and pushing for sales
destroys the relationship - how to inoffensively change someones
view and change their mental models - why it is important to
understand that attitudes don´t influence behaviour, but habits do
- why an evidence based company culture can bulletproof your
organisation from the shiny- new-thing-syndrome - how categories
grow and why its important to know - how to identify wether your
category has the potential for growth