Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, August 10, 2020

10 things brands must do to drive profitable growth

Given that this blog is destined to disappear in a few weeks, I had thought to review some of my favourite posts from across the years. However, as I have often found when writing posts over the last 14 years, the subject matter got away from me and I ended up with a summation of what all brands should do to drive profitable brand growth.

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Monday, August 10, 2020

To grow, brands need to build more than just salience

New analysis from Kantar reveals that the road to brand growth is nuanced, and brands should do more than just focusing on salience.

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Monday, July 27, 2020

How brand marketers have been led astray by their data

As this blog nears the end of its existence I cannot help but reflect on the different themes that run through its 14 years of content – don’t worry, this is not another post about the importance of perceived difference to brand growth – however, it is a related subject: how often brand marketers get led astray by data.

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Monday, July 20, 2020

The one-two punch that leads most brands to bankruptcy

In boxing a one-two punch typically describes two blows, one from each hand, in quick succession. But with brands, there is nothing quick about the combination of weak demand and high debt that finally leads to bankruptcy.

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Monday, July 6, 2020

How perceived differentiation contributes to abnormal returns

The BrandZ Top 100 Most Valuable Global Brands 2020 just launched and it will probably come as little surprise that Amazon is the world’s most valuable brand, growing 32% over last year.

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Monday, June 29, 2020

Long-term brand growth requires building perceived differentiation

Last week I posted about an update of the Mastering Momentum analysis, which found that brands which over-performed across different stages of the buyer lifecycle grew an average of 48%.

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Monday, June 22, 2020

To grow, brands must invest across the buyer lifecycle

What do marketers need to focus on in order to regain momentum? We assess how experience, exposure and activation can be optimised.

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Monday, June 15, 2020

For many marketers Lockdown is the Great Deprivation Experiment

The famous “Got Milk?” campaign started with a deprivation experiment. You can find the history here, but, in essence, participants in a focus group were asked not to consume milk for a week prior to the research. It occurs to me that the Great Lockdown has forced many of us to give up our normal behaviour and brands.

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