Straight Talk with Nigel Hollis

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

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Wednesday, January 16, 2019

Our 2019 Media Predictions for AI, Voice and more

Connected intelligence is leading the way in transforming media, and we asked some of our global experts across Kantar to create 12 lively predictions for 2019. They are intended to be useful and practical, not grand airy-fairy concepts. We want to help marketers and agencies tackle their media and effectiveness challenges head on.

Monday, January 14, 2019

Brands should not make promises they cannot keep

We all know that to be successful brands need to reach out to new users, and create positive expectations about what it is like to use the brand. However, it is not just advertising that creates expectations and if those expectations are not met it can reflect badly on the brand.

Wednesday, January 9, 2019

Ignore Seth Godin and his marketing fairy tales

This quote from Seth Godin was recently posted on Kantar’s Workplace, “People do not buy goods and services. They buy relationships, stories and magic”. It is the sort of simplistic platitude that seems to resonate with an awful lot of people. And it might work when it comes to selling advice, but most people do not want a relationship with the brands they buy.

Monday, January 7, 2019

Do brands need to worry about voice shopping?

A couple of weeks ago, I posted about smart speakers being the new radio and referenced an article on Recode that suggested people were less likely to skip ads. However, the article also presented some interesting findings about the use of smart speakers for shopping that makes me wonder how many brands really need to worry about shopping by voice.

Wednesday, January 2, 2019

Why marketers need to value people not data

In this video, Keith Reinhard, Chairman Emeritus, DDB, states, “We over-appreciate data and under-appreciate data”, and he is right. We tend to over-appreciate the data which tells us what people do, and under-appreciate the data that tells us why they do it.

Wednesday, December 26, 2018

Why we need to examine relative brand strengths

To really understand the attitudinal power of brands we need to look beyond the absolute scores and instead examine relative strengths and weaknesses. If more people say good things about a brand than claim to use it then that difference represents an opportunity to grow, provided that association has a positive relationship with business outcomes.

Wednesday, December 19, 2018

How brand-building pays off in higher premiums

A couple of weeks ago, I posted the example of how Direct Line Insurance improved its differentiation and grew sales, but there is an even more interesting example of brand-building detailed in the IPA case study. It demonstrates that even when price is compared directly people will still pay more for a well-known brand.

Monday, December 17, 2018

Do people really buy brands based only on emotion?

Brand choice is driven primarily by emotion and feeling. People don’t make brand choices based on logical, persuasive marketing arguments (as many in our industry still like to believe), rather the more you feel for a brand, the more likely you are to buy it. But is this equally true for all product categories?