Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, December 6, 2017

Strong brands are a reward from satisfied customers

On Monday I posted about how Subaru managed to grow  while making industry-leading margins. In pulling together the case study I could not help but reflect that while my attention focused in large part on the advertising there were many factors that led to Subaru’s success, not just an emotionally engaging ad campaign. 

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Monday, December 4, 2017

How a little love helped Subaru make more money

In this Bloomberg article Subaru of America’s CEO, Tom Doll, remembers how in 2005 the company “were getting the tar kicked out of us”. His solution was to play a different game from the big automakers and it has served the brand well, helping to boost sales by a factor or three with industry-leading margins.

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Wednesday, November 29, 2017

Why is so much digital marketing lazy?

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.

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Monday, November 27, 2017

Will we ever be free of the tyranny of clicks?

Click-through is the most ubiquitous digital metric, freely and immediately available for every digital execution. As a result click-through has become the dominant metric in digital campaign optimization irrespective of all the evidence that clicks have little relationship with brand performance and sales.

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Wednesday, November 22, 2017

The changing nature of e-commerce in China

Hard on the heels of Singles day, during which Alibaba processed 1.48 billion transactions in 24 hours, comes the announcement that the Chinese e-commerce giant is buying a major stake in China's top hypermart operator, Sun Art Retail Group. The $2.87 billion investment represents a huge step towards the realization of Jack Ma’s New Retail vision.

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Monday, November 20, 2017

Brands need to be more human on social media

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.

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Wednesday, November 15, 2017

When recognition unlocks brand meaning

According to a recent New York Times article https://nyti.ms/2jlMxGi few people can accurately draw the logos of well-known brands like Starbucks, Wal-Mart and Burger King. But the study conducted by Signs.com may not be as important as it first appears. The important thing about a logo is that it be recognized and associated with the right brand, not that it can be recalled in detail.

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Monday, November 13, 2017

What really makes an iconic brand?

A while back I came across a presentation given by Douglas Holt, the man who wrote the book on iconic brands. In the presentation Holt makes a distinction between “better mousetraps” and “cultural innovators” and seems to imply the latter are somehow better. However, a quick look at BrandZ finds better mousetraps are far more valuable.

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