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Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Millward Brown

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Latest Entry
Wednesday, May 20, 2015

Brands need to grow value not just sales

The true value of a brand is defined not just by how much is sold, but also by how much it is sold for. Sustainable growth requires marketers to focus on growing brand value not just sales, otherwise margins suffer, choking off future investment in innovation and marketing.

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Monday, May 18, 2015

Are advertisers wasting a precious resource?

My colleague (and self-styled rival blogger) Sue Elms has just published a post  on M&M Global in which she proposes that exposure to increasing volumes of advertising  will ultimately make it even harder for advertising to be effective in the face of declining consumer receptivity. Given the challenges facing the advertising industry, declining consumer receptivity is the last thing it needs.

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Wednesday, May 13, 2015

Why polls failed to predict a Tory win

Here we go again. The total failure of the UK polling industry to predict the outcome of last week’s election is bound to be used by many as a reason to doubt the validity of all survey research. Some will use it to justify ignoring research completely, and some will use it to justify other methods. There is just one problem; those opinions will likely prove just as invalid as the polls.

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Monday, May 11, 2015

Individual online ads are not more irritating than TV ads

There is a huge dichotomy between our reaction to the idea of online advertising and our reaction to specific online ads. This is one of the findings from a report on effective frequency recently published on WARC by Dom Twose and Molly Elmore and speaks to me of the essential difference in the way we use the two media and its impact on our receptivity to advertising.

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Wednesday, May 6, 2015

Break the law if you want your brand to grow faster

A couple of weeks ago I exchanged emails with my colleague Gordon Wyner on the topics of marketing ‘laws’ and long-term brand growth. The idea that there are immutable laws in marketing is very appealing, but ultimately may be very dangerous if you want your brand to grow faster than the competition over the long-term.

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Monday, May 4, 2015

Assumptions about digital usage make fools of us all

Never assume, they say, because it makes an ass out of you and me, and all too often it seems to me that marketers are making huge assumptions about their digital audience, in spite of all the data available to them. Too often that data is interpreted through the lens of the marketer’s own goals and beliefs, not those of the people whose behavior they are trying to influence.

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Wednesday, April 29, 2015

Is live streaming another nail in TV’s coffin?

The success of Meerkat at SXSW earlier this year and the launch of Periscope by Twitter has made live streaming the next big thing in digital, and lends an interesting spin to the news that the average American has cut traditional TV viewing by more than six hours per month in favor of digital video. ill live streaming further undermine TV viewing by democratizing live event coverage?

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Monday, April 27, 2015

No premium for financial services? Commonwealth Bank can

Several people have asked me whether the concept of “brand premium” was relevant to financial services. For instance, one person questioned whether brand premium was relevant to banks since there was little differentiation between the brands in their country. I think it is relevant, but we have to look beyond ‘price’ to identify the financial benefits of being premium in a service sector.

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