Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, October 17, 2018

A meaningful brand goes beyond customer need

Reading Joel Trethowan’s articleNeed, culture and experience – three sides to the brand relevance triangle’  reminded me of the lengthy discussions predating the launch of BrandDynamics. The old BrandDynamics pyramid is long gone, and maybe the word “relevance” should be as well.

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Monday, October 15, 2018

Why are integrated media campaigns so challenging?

The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?

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Wednesday, October 10, 2018

Why brands need to defy category conventions

A few years ago, I made regular trips to Shanghai. Part of my routine was to walk down Nanjing Road from my hotel to the Kantar Millward Brown office and along the way I would be exposed to outdoor ads of a genre I call “lonely person with watch”. When all ads in a category obey the same conventions, they become totally unremarkable.

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Monday, October 8, 2018

Marketers need to ask, “what would Bezos do?”

There are plenty of quote collections from the world’s richest man floating around out there, but Jeff Bezos just has a habit of saying smart things. Perhaps if we marketers listened to him more, rather than running off after the next shiny object, we would all be a little bit smarter and more effective.

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Wednesday, October 3, 2018

Distinctive assets, orange juice, and chewing gum

A recent article in Adweek told stories of brand logo redesigns that had negative consumer repercussions, and asked the rarely-answered question, ‘What were they thinking?’. This reminded me of some of the experiences I had in my years at CPG companies.

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Monday, October 1, 2018

When companies benefit from market share gain

So last week I posted about portfolio momentum as described in “The Granularity Of Growth” and mentioned that share gain only accounted for a measly four per cent of compound revenue growth for large companies across a five year time frame. But why is that, and when do companies benefit from share growth?

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Wednesday, September 26, 2018

Why brand momentum matters to marketing success

Clearing out our bookshelves I came across a book called “The Granularity of Growth”. It reminded me that one of the most important things that marketing does is to help keep up a brand’s momentum. Sales today are often earned in the past and today’s marketing actions have consequences next year.

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Monday, September 24, 2018

Ad blocking continues to rise and we are to blame

The latest data from GlobalWebIndex finds that ad blocking is still on the rise in globally. While it is not a surprise, the news did remind me that I have seen far less coverage of this issue lately. It is almost as if the industry shrugged its shoulders and said, ‘well, it can’t be helped’. Except, of course, it can.

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