Straight Talk with Nigel Hollis

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

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Wednesday, June 8, 2016

BrandZ confirms attitudes do anticipate brand growth

The new BrandZ Top 100 Most Valuable Global Brands ranking was released today. The top story is that Google has once again overtaken Apple to claim pole position and become the most valuable brand in the world. However, a more important story for marketers might be the finding that brand attitudes do help anticipate long-term growth.

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Monday, June 6, 2016

Nonprofit CrossMedia study shows need to invest media budget wisely

I am intrigued by the fact that nonprofit case studies often do well in creativity and effectiveness awards. Witness this year’s winner of the North American Grand Effie. I can’t help wondering if they are less constrained by protocol. One thing is for sure, they certainly have to make the most of their media budget.

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Wednesday, June 1, 2016

Celebrating 20 years linking attitudes to financial value

20 years ago Millward Brown launched BrandDynamics, its (then) new brand equity framework, in London. Many things have changed since then, including a major upgrade in 2012, but the objective remains the same: to identify which aspects of a brand’s equity drive behavior and ultimately determine the brand’s financial value.

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Monday, May 30, 2016

How do you scale marketing in a fragmented world?

The word ’fragmented’ is often applied to the world of media, but I believe it can equally well be applied to brands; particularly across countries. And the more marketers move to using social media as the lead medium in their campaigns, the more localized the engagements are likely to become. For global brands it raises the question of how best to scale in a fragmented world.

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Wednesday, May 25, 2016

Automated analysis of digital data improves actionability

Millward Brown has run its Digital Behavioral Analysis in many different product categories and countries for some time now, and has recently upgraded the system to include automated, online reporting. In addition to providing fast insight into the marketing effectiveness and health of individual brands, the analysis provides the opportunity for specific action and general learning.

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Monday, May 23, 2016

A thoughtful look at marketing to Millennials

Regular readers of this blog will know that I question the hype surrounding marketing to Millennials. Are they really snake people or not? Given my skepticism it was refreshing to read Ola Mobolade’s Warc Best Practice paper on how to market effectively to Millennials

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Wednesday, May 18, 2016

Should we ditch segmentation, targeting and positioning?

In a recent post Mark Ritson rejects the idea that segmentation, targeting and positioning are things of the past, and takes a swipe at the belief that all brands should aim for mass market penetration. But are the two practices actually at odds? Might you not segment, target and position in order to build mass penetration?

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Monday, May 16, 2016

Share of experience analysis takes a huge leap of faith

’Measure share of experience‘ is the title of an article that recently appeared in Admap. As a piece of self-serving publicity the article is great, but it does not prove that Share of Experience is a predictor of changes in market share.

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