Straight Talk with Nigel Hollis

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

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Monday, March 5, 2018

Stop worrying about short and long-term in marketing

I recently proposed to a group of CMOs that short versus long-term was a meaningless distinction and that successful marketing requires building and triggering memories across the buying cycle so that people are predisposed to buy your brand and pay the price asked. Here’s why.

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Wednesday, February 28, 2018

Why digital ads are like over-eager technology

The technology I use seems to be overly eager to help me. I realized this when Facebook yet again created a photo album for me without my asking. Nice but you know what? I am not going to post a random selection of photos. I want to curate them first. And I bet that I am not the only one.

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Monday, February 26, 2018

What checked Burberry’s global growth?

A few weeks ago Christopher Bailey, the man credited with Burberry’s revitalization, hosted his final fashion show in London. He described his last collection as “a real mishmash of things” with an eye on the past and hope for the future. And a brief look at Burberry’s brand equity around the world suggests that the word “mishmash” might equally well apply to that too.

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Wednesday, February 21, 2018

Brand buyer beware, the users are coming

A recent article on the Harvard Business Review site attempts to answer the question, what makes a brand successful in the digital age? The answer is that they focus on users not buyers. Sorry, I am not buying that.

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Monday, February 19, 2018

Disrupt the status quo in order to grow

Recently I wrote a piece for Brand Matters, our monthly review of what is new in the world of brand marketing, about the need to break out of the comfort zone. In this post I thought I would explore a few different examples of how a brand found growth beyond the edge of the comfort zone.

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Wednesday, February 14, 2018

Tesla and the biggest PR opportunity in the world

So which stunt is more compelling? A skydive from the edge of space or putting a car into space? I think my vote has to go to Elon Musk’s Roadster even if it has been claimed that it was a backup payload after other organizations refused the offer of free transport on the new rocket.

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Monday, February 12, 2018

The branding lesson behind #ladycrisps

In this post, following on from the Tweetstorm over #ladycrisps or #ladychips, Jane Ostler, Global Media Domain Lead, Insights Division at Kantar, reflects on whether creating gender-specific products is a throwback to the age of Mad Men.

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Wednesday, February 7, 2018

Inspiring growth on the Brandstage

New insights that marketers can use to inspire people to change their behavior are critical to driving brand growth. And what better way to learn how best to put those insights into action than using the power of improvisation? In this post Tim Kibbey and Patty Bloomfield of Kantar Millward Brown, Firefly Practice, explain how it works.

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