Straight Talk with Nigel Hollis

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

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Wednesday, June 29, 2016

Can you escape the price promotion trap?

I cannot help but believe that many companies fall into the price promotion trap – and have no doubt, it is a trap – inadvertently. If you are a packaged goods brand you generally have little choice but to play the promotion game, but the question then comes down to how much do you play; and, if things go too far, how do you pull back?

Monday, June 27, 2016

Can Abercrombie & Fitch re-invent itself once more?

As part of an attempt to rejuvenate the company’s fortunes, management at Abercrombie & Fitch Co. have stated that they will reduce promotional intensity in order to improve long-term brand health. It is a brave move and it will be interesting to see how well it sits with investors.

Wednesday, June 22, 2016

Why Green Mountain Power teamed up with Tesla

A couple of weeks ago about 40 people gathered in the town hall of Woodstock, Vermont. That would be a pretty good turnout for a movie, but these people were there to listen to a presentation by Green Mountain Power. Why? Because GMP has teamed up with Tesla and there’s nothing like a sexy brand name to attract attention.

Monday, June 20, 2016

Positioning your brand to be the obvious choice

For some time now I have been mulling over the implications of the latest learning on how humans think. I have been trying to figure out what the implications are for marketing. Are the implications really as radical as they as they might at first appear?

Wednesday, June 15, 2016

Biggest B2B brand Microsoft buys biggest B2B social network

Microsoft is acquiring LinkedIn in a $26.2 billion cash deal, the largest in the company’s forty year history. The deal brings together the biggest B2B brand with the largest B2B social networking site (appearing at 3rd and 85th respectively in this year’s BrandZ Top 100 Most Valuable Global Brands) , boasting more than 400 million members globally. Could this be the pivotal step that positions Microsoft to stay relevant for the next forty years?

Monday, June 13, 2016

Are marketers blind to dark social?

Like many marketers, ‘dark social’ had slipped off my radar as an issue, despite the fact that it has become a daily part of my life. Yup, that photo of Snorry the Maine Coon sitting in isolated splendor on my friends’ balcony and sent to them by Messenger was a dark social deed. No cat food ads for me because no one except the recipient knows I sent it.

Wednesday, June 8, 2016

BrandZ confirms attitudes do anticipate brand growth

The new BrandZ Top 100 Most Valuable Global Brands ranking was released today. The top story is that Google has once again overtaken Apple to claim pole position and become the most valuable brand in the world. However, a more important story for marketers might be the finding that brand attitudes do help anticipate long-term growth.

Monday, June 6, 2016

Nonprofit CrossMedia study shows need to invest media budget wisely

I am intrigued by the fact that nonprofit case studies often do well in creativity and effectiveness awards. Witness this year’s winner of the North American Grand Effie. I can’t help wondering if they are less constrained by protocol. One thing is for sure, they certainly have to make the most of their media budget.