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How to Create and Develop Lasting Brand Value in the World Market
by Nigel Hollis
theglobalbrandonline.com

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Monday, March 10, 2014

And the winner is…not The Meaningful Brand

Congratulations to The Big Lie by Christophe Juan, Meabh Quoirin and James Murphy which won Expert Marketing Magazine’s Marketing Book of the Year 2014.

My book, The Meaningful Brand, placed third behind Chuck Wall’s Customer CEO which, according to the science, probably leaves me feeling happier than Chuck. 

Yes, true to our complex and sometimes self-defeating nature, we humans are apparently happier to come third in a competition than second. The research described by Bob Sutton finds that winners of silver medals compare upwards to the gold medal winner, while the bronze medalists compare downwards to people who ...

posted in Other | 3 Comments


Monday, March 03, 2014

How do you choose a cauliflower online?

A few weeks ago I spent several hours teaching my Mum to shop for groceries online. The experience was a new one for her, but by the end she seemed reasonably comfortable with the process. There were, however, a couple of things that gave us pause for thought, the most obvious one being how do you choose a cauliflower online?

A visit to my Mum’s larder is like taking a step back in time to my childhood. All the familiar brands are there: Fray Bentos, Del Monte, Baxters, McVitie’s, Marmite and more. These are the brands that habit and salience ...

posted in Brands, Other | 2 Comments


Wednesday, February 19, 2014

Finalist for Marketing Book of the Year 2014

Thank you to all who voted for The Meaningful Brand in the public round of voting of EMM’s Marketing Book of the Year 2014 competition. 

As a result of your support The Meaningful Brand is now through to the second round, where an independent jury of 15 senior marketers will make the final choice out of the remaining top five from the public voting. 

All five finalists (in alphabetical order) are as follows: 

Customer CEO – Chuck Wall 

Digital State – Simon Pont 

Return on Relationship – Ted Rubin and Kathryn Rose 

The Big Lie – Christophe Jouan, Meabh Quoirin ...

posted in Other | 2 Comments


Thursday, February 06, 2014

Five reasons why you might vote for my book

Expert Marketer Magazine has shortlisted my new book, The Meaningful Brand, for marketing book of the year 2014. If you like my book, please could you vote for it at http://www.marketingbookoftheyear.org/vote-and-win before February 14th 2014?

Here are five reasons why you might want to do so:

1) You have actually read the book and found it meaningfully different from other marketing books.

2) You have not read it yet but think it sounds worth reading.

3) You like the symbolism of the golden egg on the cover.

4) You are my mother, have no idea what marketing is but want ...

posted in Other | 2 Comments


Monday, October 28, 2013

The overlooked element of meaningfully different marketing

In response to my post “Differentiate (Meaningfully) or Die,” Erik du Plessis suggested that one area of differentiation that is often forgotten is the sensual experience. He is right. In an age where we are surrounded by images projected onto TV screens, phones, taxis and elevators, it is all too easy to get fixated with sight and sound and forget that smell, taste and touch can also help differentiate a brand.

Back in 2006, I reviewed a paper by Professor Jane Raymond and my colleague Graham Page on the marketing implications of new learning from cognitive neuroscience. The ...

posted in Creative, Other | 2 Comments


Wednesday, September 18, 2013

What lies behind the craft movement?

The Worthy Burger in South Royalton, Vermont, is a favorite watering hole of mine. A friendly atmosphere, an ample selection of craft beers, and burgers made with grass-fed beef and grilled over a wood fire. What’s not to like? And yet, when I first came to the U.S. 25 years ago, most bars would be dispensing nothing but Budweiser and Miller Lite. 

The volume sales of craft brews have been growing at over 10 percent year on year and more breweries are currently operating in the U.S. than at any time since the 1870s. So what is behind this shift and is ...

posted in Other | 7 Comments


Wednesday, July 10, 2013

Consumer, target or Wendy. What is in a name?

A long time ago I remember Wendy Gordon corrected me very publicly on my use of the word “consumer.”  It is notable that I have forgotten the exact topic of my presentation, but know that in the course of it I must have used the word “consumer” multiple times. When Wendy spoke, she noted that she always preferred to use the word “people,” not “consumers.”

I suspect the subject of my presentation was the original incarnation of BrandDynamics (click here for more information on the new and improved version). BrandDynamics was new news at the time and very relevant to ...

posted in Other | 5 Comments


Wednesday, June 26, 2013

Expect ice, snow and some guest posts

My wife no longer expects to spend a summer vacation tanning herself on a beach. Even if a beach is involved in our plans, she packs thermal underwear, gloves and a hat alongside her swimwear. The reason for her pessimism is well proven. For some reason my summer vacations seem to involve ice and snow, irrespective of where I go.  

On some trips you might expect a bit of ice and snow. Once, when sea kayaking in the Arctic in August, we encountered a snow storm that lasted 24 hours. On a side note, while waiting for the storm ...

posted in Other | 590 Comments


Wednesday, June 05, 2013

The more persuasive the claim the better the results? Not in China.

Imagine that every marketing claim you make is met with intense skepticism by its target audience. The more persuasive the claim the more likely it is to be questioned and scrutinized by a host of independent investigators. This might sound like a nightmare, but for marketers of food and personal care brands in China, this is today’s reality.

I recently helped deliver a ValueDrivers workshop for a major Chinese brand. After the workshop I was chatting with the group marketing director when he made this thought-provoking statement:

Chinese consumers believe they are the most poisoned on earth. 

He went on ...

posted in Other | 0 Comments


Wednesday, January 30, 2013

E-mail proves its worth in a CrossMedia case study

Once a quarter we hold our Knowledge Management Awards for the best case studies generated across Millward Brown. As one of the judges, I get to see the best submissions and usually there is something interesting that catches my eye. This time, it was a CrossMedia case study that demonstrated the power of e-mail marketing. 

In spite of the fact that I am on several brands’ mailing lists, I can’t say that I remember many e-mails that have done much more than try to sell me something. Patagonia promotes its clothing alongside interesting news items. JetBlue simply flags its latest ...

posted in Digital, Other | 4 Comments


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