The Mindset for Brand Growth (English) - Magda Nenycz-Thiel – Ehrenberg Bass Institute

Magda Nenycz-Thiel is Professor at the Ehrenberg Bass Institute for
Marketing Science at the University of South Australia. She has
been the first Mars-funded chair at the Ehrenberg-Bass Institute
and led for three years the Mars Marketing Lab. Magda is one of the
leading experts in helping organizations 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 was an associate editor
at the Journal of Advertising Research. Among many other topics we
talk about: why building relationships drive sales and pushing for
sales destroys the relationship how you inoffensively change
someones view and 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
organization from the shiny-new-thing-syndrome how categories grow,
how you can identify potential for growth and why it is important
to know