Growing Categories with Magda Nenycz-Thiel

Strategy Sessions

Magda is a research professor at the Ehrenberg-Bass Institute in Adelaide. She has been widely published in academic journals and authored two chapters in How Brands Grow 2.

In this episode we discuss:

• The importance of curiosity
• The impact of How Brands Grow
• The Semmelweis effect and The Sharp Effect
• Learn, test and learn
• The high performance culture at the Ehrenberg Bass Institute
• The benefit of being sceptical and open minded as a researcher
• Growing categories v growing brands
• The challenge for small brands and marketers
• The research behind raising prices
• How categories grow in the luxury sector
• Can marketers do pricing?
• Talking to your customers
• Is marketing changing?

The full transcript is available on the episode page.

Magda Nenycz-Thiel

Before her current role as Industry Growth Professor, Magda was Mars Professor of Marketing, a Chair funded by Mars Incorporated. Prior to this she led the Institute’s Mars Marketing Lab, a R&D initiative funded by Mars Incorporated from 2013-2016.

As Industry Growth Professor, Magda, together with a research team at the Institute, pioneers research into category growth and leads the Industry Growth Initiative which focuses on applying discoveries to improve the ways that growth investments are made within organisations.

Magda’s core areas of expertise are category and industry growth, e-commerce and neuromarketing. Her work has been published widely including in the Journal of Advertising Research, European Journal of Marketing and Journal of Business Research. She is also the author of two chapters in How Brands Grow Part 2, “Building Physical Availability” and “Online shopping – is it different?”.

Magda regularly presents at domestic and international conferences to industry and academic audiences, as well as to the Institute’s Sponsors. She publishes regularly in international journals and has also written a number of book chapters.

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in Ireland this spring. If you use code Eximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy.

Tickets available from here.

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.

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