Straight Talk with Nigel Hollis

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

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Monday, October 3, 2016

Mass-market brands still need mass-marketing

A recent article in AdAge titled ‘P&G, GM and Facebook Agree: Big Is Beautiful’reminded me of the furor following the news that P&G was cutting back on the spend it devotes to highly-targeted advertising on Facebook. It was a decision that said more about the nature of P&G’s brands than it did the efficacy of Facebook’s targeting.

Wednesday, September 28, 2016

What to do when your brand is already a leader

You have just been promoted and now are responsible for the leading brand in its category. This may seem like an enviable position, but with it comes the responsibility to hold market share and still meet corporate growth demands. What do you need to do in order to be successful?

Monday, September 26, 2016

Two routes to creating brand value

A while back I wrote about a hypothetical future in which a smart washing machine bought its own detergent. I suggested that with the Internet of Things marketers would find it difficult to incentivize new buyers except with price discounts and special offers. Why? Because machines are unlikely to recognize intangible value any time soon.

Wednesday, September 21, 2016

Will rising nationalism undermine global brands?

Today sees the launch of BrandZ™ Top 50 Most Valuable Indian Brands 2016 and just as we saw with the latest Indonesian ranking the results find that the growth of locally-grown brands has outpaced that of global brands with a local presence. Given a widespread rise in nationalism around the world what might the implications be for global brands?

Monday, September 19, 2016

Consistent measurement of impact for digital and TV

TV is evolving and how we measure its effectiveness needs to evolve too. In addition to good old fashioned linear TV, we now have Connected and Addressable TV. These new incarnations put TV on a par with digital when it comes to targeting, but hold TV to a higher measurement standard. Increasingly TV will need to prove it provides impact, not just reach.

Wednesday, September 14, 2016

What brands can learn from the Bernie Sanders campaign

Irrespective of whether Bernie Sanders’ message resonated with you or not, there are still things marketers can learn from his campaign, not the least of which is that it takes more than a year to really establish what a brand stands for.

Monday, September 12, 2016

Is edge marketing the solution to a locked in world?

’What is edge marketing?’ I hear you ask. Stick with me and I will explain. ‘And why “a locked-in world?”’ Let’s start there.

Wednesday, September 7, 2016

Are Chipotle’s woes more than temporary?

I work by a maxim of my own: if it looks like a finding, it is wrong. It is a reminder that no matter how exciting a research finding looks, there is always a potential that it is the product of an error. So when I noticed that Chipotle Mexican Grill’s brand had been weakening well ahead of the recent widely-reported health outbreaks, I decided to see if I could corroborate my finding elsewhere.