Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, August 21, 2019

The marketing industry is being blinded by data

A combination of the emergence of big data, artificial intelligence and influential voices, such as Byron Sharp, calling for more scientific rigour have promoted the use of data to support marketing decision-making. But if the industry is to progress we need more than just data. We need understanding.

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Monday, August 19, 2019

Brands are an evolving accumulation of ideas, feelings and experiences

It is very easy to think of brands as a fixed entity defined by a logo and a set of specific characteristics; however, because the real power of brands originates in people’s minds maybe we need to think about a brand as an evolving entity that morphs and changes over time. Our job as marketers is to shape that evolution to best grow sales.

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Wednesday, August 14, 2019

Why the in-store experience is still key for your brand

Want to trigger impostor syndrome? Try this: Imagine being invited to a blind wine tasting. With a bunch of French wine buffs. You’ll have to guess each wine’s region and year and defend your position in an in-depth discussion. Sweaty palms yet?

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Monday, August 12, 2019

Why is Facebook rebranding Instagram and WhatsApp?

Various reasons have been proposed for why Facebook is going to add its name to those of Instagram and WhatsApp, but the change seems a strange one to me. Right now Instagram and WhatsApp are somewhat insulated from the bad publicity afflicting their parent, so why make the relationship more apparent?

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Wednesday, August 7, 2019

Real marketing effectiveness requires a good sense of balance

I often assert that everything a company does builds its brand – advertently or inadvertently. But it is all too easy to get fixated on one aspect of brand building, whether it is customer experience, creating buzz or price promotion. Real marketing effectiveness requires finding the right balance of investment across three stages of the buyer life cycle.

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Monday, August 5, 2019

What all brands can learn from Rory Sutherland

Rory Sutherland delivered a highly enjoyable discourse on why advertisers are right and economists are wrong at a WARC session at Cannes. Here are five takeaways that I believe are relevant to any brand and its marketing. 

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Wednesday, July 31, 2019

Why so many companies fail to disrupt and grow

I recently presented about adding value through branding to the Malaysian Timber Council annual conference (it is a long story as to why). The keynote presentation was given by the serial entrepreneur, Mr. Azran Osman Rani, CEO of Naluri, and he offered a compelling viewpoint on why so many companies find it difficult to create the disruption necessary for growth.

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Monday, July 29, 2019

The simple truth about customer experience

Here is the simple truth about customer experience: it’s complicated. And we all know how much people hate complexity. That is why a measure like NPS has become so popular. One number, that’s the answer…except when it is not.

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