Straight Talk with Nigel Hollis

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

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Monday, March 20, 2017

Is your brand too reliant on short-term sales?

The other day Satya Menon, Senior VP of Client Solutions and Consulting, and I were reviewing the topline results from a set of market mix models. While qualitative in nature, the assessment suggests that brands may be increasingly reliant on driving short-term sales to maintain overall volume trends. If this finding proves more widely applicable then it has some scary implications.

Wednesday, March 15, 2017

Why distinctiveness does matter to brands

Professor Byron Sharp and the Ehrenberg Bass Institute have long championed distinctiveness as an important brand asset. They have been equally forthright in denouncing the role of perceived differentiation. While I agree on the importance of distinctiveness, I have to disagree with their viewpoint on differentiation and see the two qualities complementary.

Monday, March 13, 2017

New research proves affinity important to brands

If you ask me about my car, then I might well reply, ‘I love it’. If so, I have been thinking about cheating on my car for some time now. If I really loved my car then would I not cherish it, keep it in pristine condition and ignore new car reviews? Whether it is a car, bank, candy, phone or soft drink I doubt many people love the brands they buy.

Monday, March 6, 2017

Why marketers need to grow penetration at a profit

Growing penetration is the main growth driver available to marketers, but unless that growth is achieved at a price point that generates profit it may prove self-defeating. Over-reliance on price promotion to bolster volume sales has led many companies to fall into the price promotion trap.

Wednesday, March 1, 2017

Debunking three myths about brand health

I admit that ‘brand health’ is one of those concepts used in marketing that is often ill-defined. Maybe that is why there are so many conflicting beliefs about it. So in this post I thought I would address three of the most frequent myths that I have heard concerning brand health.

Wednesday, February 8, 2017

Has craft beer lost its cultural capital?

Ben Marshall referred me to this article which suggests the growth in craft beer consumption is largely the result of people seeking cultural capital. Consuming craft beer and decrying mainstream brands was a way to gain standing with your peers but which may now face a countervailing trend of “beer poptimism”.

Wednesday, February 1, 2017

Local brand Bega buys iconic Vegemite brand

Well how about that? Apparently local Australian brand Bega Cheese is going to buy the iconic Vegemite brand from Mondelez International, along with the rights to use the Kraft brand under license for specific products. This acquisition is notable because six years ago Bega was under threat from Kraft’s entry into the everyday cheese category, and it proves that local brands can fend off global competition.

Monday, January 30, 2017

Laughing horses go viral after overnight research

Last year Volkswagen launched the all-new Tiguan in Germany with the support of a large scale ad campaign. However, the Volkswagen team was concerned that a funny online video might strike the wrong note in the aftermath of the emissions scandal. Rather than risk a negative backlash or not use the video, they decided to test it. The results were positive and the ad went viral.