Straight Talk with Nigel Hollis

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

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Latest Entry
Monday, June 19, 2017

Why advertising needs to make a lasting impression

As you may know by now Kantar Millward Brown has published a new report titled, ‘Make a Lasting Impression'. Implicit in the report title is that idea that making a lasting impression is a good thing, something that advertisers should be aiming to do. But why is making a lasting impression a good thing?

Wednesday, June 14, 2017

Have marketers forgotten how advertising works?

Next week I will be speaking at a WARC panel session at Cannes on purpose marketing. It is an interesting topic but I believe the mindless pursuit of purpose is just one reason that the advertising is struggling to drive sales. Far more important is that I think marketers have forgotten how advertising actually works.

Wednesday, June 7, 2017

Amazon now ranked fourth in BrandZ Top 100 2017

Amazon has powered up another three places in the BrandZ Top 100 Most Valuable Global Brands Ranking (you can find the latest ranking here). This rise required the brand’s value to grow 41 percent over last year, making the e-commerce giant the third fastest growing in brand value in the last year. Bezos’ Day 1 strategy really does seem to be paying off.

Wednesday, May 10, 2017

Price is a signal too

I believe that a brand’s greatest asset is its ability to command the price it chooses, not one that is determined by competitor or retailer pressure. Sure, you have to grow sales, but any fool knows how to do that. Just drop your price. Until that is people learn to expect your brand to be on discount. Then the trouble really starts.

Monday, May 1, 2017

Branding the Bezos way

A couple of weeks ago I provided a short list of brands that had disrupted their category and grown as a result of being different. I could have added PayPal, Airbnb or Uber to that list, but the one brand that I really should have added was Amazon.

Wednesday, April 26, 2017

Why brands need to start different then grow strong

What if told you there was a magic quality that would tell you whether your brand was destined to be successful or not? You probably would not believe me, right? But there is such a quality and it precisely the one that so many people want to downplay. That quality is the ability for a brand to be seen as different.

Monday, April 17, 2017

Effective advertising needs more than gut feeling

On a recent visit to Bangladesh I took part in a roundtable discussion on the use of research in advertising development. The consensus opinion appeared to be that good gut feeling was more important than research when it came to developing advertising. But that raises the question of how do you develop good gut feeling?

Monday, April 10, 2017

Good consumer insight requires the mind’s eye

Last week I presented at the TUAD, the Turkish Researchers Association, addressing the conference theme “Sharper vision guides brands to a profitable future”. The following is a summary of what I had to say.