Straight Talk with Nigel Hollis

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

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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. 

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.

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.

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.

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.

Wednesday, November 8, 2017

Are big brands dying? It depends.

If you are running a big brand it must seem like you have a large target painted on your back. Every other brand in the category wants a share of what you already have. And stories of big brands losing out to newcomers are everywhere. But are big brands really dying?

Monday, November 6, 2017

When buying a soft drink gives pause for thought

When I wrote my post about behavioral economics a while back I compared buying a soft drink with buying a car to highlight the different degrees of conscious thought we invest in making a purchase decision. However, I can think of one occasion when I have been forced to think about which soft drink brand to buy and it highlights the influence that brand familiarity has on the purchase process.

Wednesday, November 1, 2017

When is it the right time to advertise to someone?

A couple of weeks ago I suggested that I would come back to the idea that there is a right time to advertise to someone. Right now the marketing world seems to have decided that the right time to get a message to someone is as close to point of purchase as possible, but is that really true?