Straight Talk with Nigel Hollis

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

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Latest Entry
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.

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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.

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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.

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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?

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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.

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Wednesday, April 5, 2017

A well-designed app can be your best brand builder

A couple of weeks ago while skiing at Park City in Utah, I checked in to my return flight with Delta while riding up the Super Condor lift. The experience reminded me that when well-designed apps really do make life easier, and that a positive experience is the best way to build a strong brand.

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Monday, April 3, 2017

Ads must work with memories not against them

A friend and I were sitting in a sports bar the other day and our attention was drawn to a video featuring a photographer and some awesome mountain scenery. My friend suggested the ad was for Canon. His expectation proved wrong and points to the importance of ensuring your ad works with people’s existing memories not against them.

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Wednesday, March 29, 2017

What is your data not telling you?

Today we are drowning in a sea of data. Companies the world over – including Kantar Millward Brown – are using algorithms and cloud computing to beat that data into submission and force it to cough up its secrets. But what if the data is not measuring the most important things you need to know?

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