Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, March 22, 2017

Why marketers must adapt video to media channel

How long have we been saying this? You cannot blindly take a TV ad and shove it into Facebook newsfeeds or YouTube and expect it to prove effective. People consume these channels differently and respond differently to the content they see in them. Marketers have to work with people’s mindset not against it.

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Monday, March 20, 2017

Is your brand too reliant on short-term sales?

The other day Satya Menon, Senior VP of Client Solutions and Consulting, and I were reviewing the topline results from a set of market mix models. While qualitative in nature, the assessment suggests that brands may be increasingly reliant on driving short-term sales to maintain overall volume trends. If this finding proves more widely applicable then it has some scary implications.

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Wednesday, March 15, 2017

Why distinctiveness does matter to brands

Professor Byron Sharp and the Ehrenberg Bass Institute have long championed distinctiveness as an important brand asset. They have been equally forthright in denouncing the role of perceived differentiation. While I agree on the importance of distinctiveness, I have to disagree with their viewpoint on differentiation and see the two qualities complementary.

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Monday, March 13, 2017

New research proves affinity important to brands

If you ask me about my car, then I might well reply, ‘I love it’. If so, I have been thinking about cheating on my car for some time now. If I really loved my car then would I not cherish it, keep it in pristine condition and ignore new car reviews? Whether it is a car, bank, candy, phone or soft drink I doubt many people love the brands they buy.

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Wednesday, March 8, 2017

The five Rs of marketing

The idea of the three marketing Rs has been around for some time, but now it seems that Mars has added a fourth R: risk. Now, I have always been told that people remember things that come in threes and fives better than even numbers, so how about I add one more R? That would be receptivity.

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Monday, March 6, 2017

Why marketers need to grow penetration at a profit

Growing penetration is the main growth driver available to marketers, but unless that growth is achieved at a price point that generates profit it may prove self-defeating. Over-reliance on price promotion to bolster volume sales has led many companies to fall into the price promotion trap.

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Wednesday, March 1, 2017

Debunking three myths about brand health

I admit that ‘brand health’ is one of those concepts used in marketing that is often ill-defined. Maybe that is why there are so many conflicting beliefs about it. So in this post I thought I would address three of the most frequent myths that I have heard concerning brand health.

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Monday, February 27, 2017

Is our fragmented culture eroding brand strength?

I recently read an article in Market Leader by Judie Lannon titled, ‘Lost in translation: is the digital age weakening brand meanings?’ I think her proposition that cultural fragmentation has eroded brand strength is valid, but in part it has to do with how marketers are using digital media. 

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