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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, October 22, 2014

The key ingredient in an effective media campaign

Let me be clear. I am not a media expert. However, it seems to me that the key ingredient of any effective campaign is a clear statement of what the campaign needs to change. Yes, most campaigns are designed to sell more stuff, get more customers to sign up or drive more traffic to your site but how is this going to be achieved?

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Monday, October 20, 2014

Swings, Wi-Fi and nail polish all brought to you by Coca-Cola

Coca-Cola is the sixth most valuable brand in the world based on the BrandZ Top 100 Most Valuable Brands Ranking.

The $80 billion valuation is based on the trademark brand and derives from the multitude of ways in which that brand seeks to find a more meaningful role in the lives of consumers around the world. Here are three ways that the brand has sought to deepen its connection with consumers around the world.

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Wednesday, October 15, 2014

Managing brands to reduce risk

When Monday’s post went live I realized that, in commenting on Susan Fourier’s views, I had focused on something I disagreed with to the exception of the many things with which I agreed. This, then, is my chance to set the record straight.

So what do I agree with in Fournier’s “Five Things I Know About Marketing?”

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Monday, October 13, 2014

Co-creating brand meaning

The MSI publishes a regular article with the title “Five things I know about marketing.” A statement made by Susan Fournier, Professor of Marketing, Questrom Professor in Management, and Faculty Director of the MBA Program at Boston University, in one of these articles got me thinking again about the different levels at which marketing works.

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Wednesday, October 8, 2014

Consumer attitudes do predict behavioral outcomes

I think that there is a growing belief in the marketing industry that consumer attitudes do not matter. The argument goes like this, people cannot make rational decisions, behavior changes often precede attitude change and people’s explanation for their behavior is often an ex-post rationalization rather than a valid explanation.

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Monday, October 6, 2014

Store brands reposition mass-market brands as premium

In the last two weeks I have given a series of Brand Premium presentations in Europe. Any packaged goods marketer working in that region is painfully aware of the pricing pressure imposed by retailer brands, so I knew the presentation about how to command a price premium would be of interest. However, discussion with one of the attendees put a whole new perspective on that challenge...

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Wednesday, October 1, 2014

Why I am now of no interest to many brands

It took a while for me to realize, but I am now officially past an important demographic cut-off; one that means many brands have little interest in knowing how I feel about them. Look at most questionnaire screeners and you will find that older people are not wanted. Whether the cut-off is 55 or 65, we tend to exclude older people from our surveys in spite of the fact that their numbers are growing.

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Monday, September 29, 2014

How brands are built (a generalization)

Have you ever had that feeling where something familiar to you suddenly seems wrong? Well, that happened to me the other day when I was looking at a chart supposedly describing how brand communication influences sales and brand building. I suddenly realized that even though I had used the chart in presentations, it misrepresented how I believe brands are built.

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