Attributed · 2026-06-09 · 59 min
Most B2B brands spend millions trying to be better, but to really drive a sustainable growth engine it requires being recalled at the moment of need. In this episode of the Attributed Podcast, we sit down with Professor Jenni Romaniuk , Associate Director of the world-renowned Ehrenberg-Bass Institute and author of Better Brand Health and How Brands Grow Part 2. Jenni breaks down the two pillars of "Mental Availability" in B2Bs: Category Entry Points (CEPs); the internal and external cues that trigger a buyer to start a search, and Distinctive Brand Assets (DBAs), the sensory cues that ensure your brand gets the credit for the thought. In this chat, we’ll bridge the gap between academic research and B2B reality, exploring how to map the complex buying situations of a B2B committee and how to avoid the "sea of sameness" that kills most professional services and SaaS brands. What you’ll learn: - How to identify the 7 W’s (Why, When, Where, With Whom, etc.) that lead a customer to your category before they ever search for a vendor. - Why being on the mental shortlist is more valuable than any sales pitch later in the funnel. - How to use the "Fame vs.
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