For digital commerce, Jenni Romaniuk advises building assets suited to each platform, prioritising images over words, and establishing brand awareness before relying on assets to close the sale.

PrincipleBrand & Creativity

For digital commerce, Jenni Romaniuk advises building assets suited to each platform, prioritising images over words, and establishing brand awareness before relying on assets to close the sale.

Jenni Romaniuk's advice for digital commerce: develop assets suited to the environments the brand will appear in, marry branding and design so assets are used attractively, and prioritise images over words - especially for smaller brands with lower awareness. But build awareness first: 'Prominence builds prior to reaching the screen, through the mental structures previously created and refreshed in buyer memory.'

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 20; Professor Jenni Romaniuk, Ehrenberg-Bass Institute

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