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Straight Talk with Nigel Hollis

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

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Wednesday, April 15, 2015

Chanel aims to bring prices into line around the world

If I had not been working on a presentation about building brand loyalty for luxury brands, I may have missed this news; Chanel has lowered its prices in China while raising them in Europe. This change has huge profit implications, but may prove a worthwhile investment if it shuts down the grey market in resale and fake goods.

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Monday, April 13, 2015

RadioShack joins Circuit City while Best Buy hangs on

After 94 years, RadioShack finally joined Circuit City and filed for bankruptcy last week. The company that rose to fame on the back of the radio revolution finally succumbed to the rise of mobile phones and online shopping. But as the new owners of RadioShack do their “best to make lemonade from lemons”, Best Buy finally serves up some sweeter results, in part due to mobile phones.

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Wednesday, April 8, 2015

Amazon’s Dash is going to be big for brands

The Internet of Things just came one step closer thanks to Amazon. The news that Amazon was testing a replenishment service called Dash last week was thought to be an April Fool’s joke by some, but Dash is no joke. For many brands Dash presents a way to lock in purchasers who might otherwise feel free to shop around.

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Monday, April 6, 2015

Your brand’s growth today was decided long ago

It is a depressing idea isn’t it? But unfortunately, for most brands, how well a brand grows market share this year was decided in the past. Not just last year, but even longer ago. But then this finding should only come as a surprise if you have forgotten that what your brand stands for is important. Meaningful differentiation is the foundation on which strong, growing brands are built.

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Wednesday, April 1, 2015

Have I got a cat video for you!

Cats - described by Ben Huh of the Cheezburger Network as “weapons of mass cuteness” – are big on the Internet. Funny cats, grumpy cats, or ugly cats all get their five seconds of fame online. Now they seem to be taking over Facebook; cat posts won three to one over dogs in my Newsfeed this morning. However, it seems that these weapons of mass cuteness can be just as impactful offline as on.

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Monday, March 30, 2015

Mobile geo-fencing helps identify in-store influences on sales

Mobile surveys are an excellent addition to the researcher’s tool box; helping to collect data that was otherwise difficult to obtain. One opportunity is identifying what happens when people actually get to the store. Do people actually buy the brand they had the highest predisposition for, or do they get diverted to make another purchase and why?

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Wednesday, March 25, 2015

Getting creative with programmatic

Earlier this year Drew Myers, Director, Client Management, wrote one of Millward Brown’s 2015 Digital and Media Predictions titled, Programmatic Gets Creative. In his prediction he envisaged how programmatic might evolve to not just target customers better, but serve them customized ads as well. Based on some recent reporting, it looks like Myers is not alone in thinking creative is where the action will be in future.

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Monday, March 23, 2015

Marketers need to think in five dimensions

Next Wednesday I will be presenting at AnPost’s Engage the Senses event at The Guinness Store House in Dublin, Ireland. AnPost is the state-owned provider of postal services in Ireland and the event is focused on how direct mail can be used to more deeply engage consumers with a brand.

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