In Episode 16 of the BITE BIG podcast, Jenni joins Amber Bonney for a sharp, refreshing conversation about what it really means to grow a brand, lead with impact and cut through the noise of marketing mythology. Her mantra is "Progress is more important than perfection". A rally cry for researchers, marketers, creatives and leaders alike.
Jenni opens up about the reality of high-performance environments, overloaded calendars and the endless stream of ideas that rarely get executed. Her pivot to prioritising progress over perfection wasn’t just practical, it was essential. “If I wait to get every idea perfect, I’ll never get anything done,” she said. “Some of the best work I’ve done came after getting through a whole lot of not-so-good ideas first.”
It’s a sentiment many women in leadership resonate with. The pressure to perfect can be paralysing. Jenni reframes it into something far more empowering, make it better than yesterday and move forward.
Throughout the episode, Jenni returns to a powerful principle: follow the evidence. While the marketing industry is quick to idolise innovation or amplify anecdote, she challenges brands to do better. “We’re a young science. We don’t know everything. But we know a lot more than we think we do, and that’s a great place to build from.”
Her critique of reactive decision-making is razor sharp. From logo redesigns to comparative advertising, she unpacks how brands often make big calls based on very little data. One standout story: GAP’s logo backflip that cost millions in rollout and reversal, proof that chasing online outrage isn’t a strategy.
Jenni doesn’t mince words when it comes to one of marketing’s most sacred cows, differentiation. “It’s been so badly misinterpreted,” she says. “People think you need to be wildly different to be chosen. But that’s not how real people buy.”
Instead, she champions the power of distinctive brand assets, those repeatable, recognisable visual and audio cues that make a brand unmistakable. From colours to characters, these are what lodge in memory and drive mental availability. Her advice is simple but powerful: be consistent, be visible and look like yourself.
One of the most fascinating parts of the conversation is Jenni’s take on big brands. Despite the power and resources they hold, many fall into traps that erode their equity. From bloated portfolios that dilute identity to poorly integrated innovation, big doesn’t always mean smart.
She urges brand leaders to avoid self-centred thinking. “If no one is copying your claim or product, maybe it’s not because it’s genius. Maybe it’s just not that useful.” Instead, she recommends starting with the consumer, not the boardroom, and building from there.
Despite her global profile, Jenni is deeply grounded. Her work is driven by curiosity, not ego. Her latest book, Better Brand Health, took over a decade of research to develop and reflects her early years in the trenches of brand tracking.
“I needed to make sure it was strategic and not just geeky,” she said. “Measurement is where the real learning happens. Words matter. Details matter.” It’s a nuanced look at what makes a brand truly healthy, not just famous.
Jenni’s career has unfolded in a space still heavily dominated by male voices. But rather than shy away from the room, she’s used her voice and presence to make space for others. Her advice to women is clear: “Know what you know. Be confident in your expertise. That’s where your power comes from.” She also champions the idea of leadership by example, showing up prepared, curious and willing to learn.
And while she doesn’t necessarily see herself as a rule-breaker, she acknowledges the importance of representation and exposure. “Seeing other women lead was pivotal. It shaped my sense of what was possible.”
In a beautifully human moment, Jenni shares what she’d tell her younger self: go to more concerts. Live in the moment. Let experience shape you. “I saw Prince just months before he died, and I’m so grateful I did.”
She compares her leadership style to that of a magpie, collecting ideas, perspectives and experiences from many sources to build something stronger. That, in itself, is a powerful metaphor for modern leadership. Less about heroism. More about curiosity, community and making things better.
Professor Romaniuk’s work has shaped modern marketing as we know it. But her real impact comes from how she works; with humility, clarity and conviction. In an industry often dazzled by shiny new things, she is a voice of calm, courage and data-driven strength.
At The Edison Agency, we believe in celebrating voices like Jenni’s because when women lead with intelligence and integrity, they don’t just build better brands, they change the way we think about leadership itself.
Want More?
🎧 Listen to the full episode; Amber Bites Big with Professor Jenni Romaniuk, via Spotify, Apple, or wherever you get your podcasts.
👉 Follow The Edison Agency and Amber Bonney for more electric conversations with boss women leading big brands, and keep up to date on the latest episodes via Bite Big’s instagram.
