Straight Talk with Nigel Hollis

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

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Monday, December 5, 2016

What 20 years of media evolution means for brands

20 years ago, I walked into a hotel ballroom in New York to find a standing room only crowd waiting to hear a research presentation. Rex Briggs (then research director at HotWired, now the Founder and CEO of Marketing Evolution) and I were going to share proof that online advertising could build brands. Since then a lot has changed, but perhaps what is most important is what has remained the same.

Wednesday, November 30, 2016

Is entropy taking its toll on Apple?

Back in 2012 I suggested that Apple was suffering from the Red Queen effect and struggling to maintain its innovation leadership in the tablet market. Now, the signs that Apple is struggling to maintain momentum are far more obvious.

Monday, November 28, 2016

Dear brand, stop emailing me!

Every day I get unsolicited email trying to sell me professional services, tout the latest breakthrough in analytics or offer me the chance to interview some self-described expert. Newsflash people: I just delete them. But even worse are the emails brands send after I have bought something. A transaction does not imply I want to hear from you. Stop it.

Wednesday, November 23, 2016

For brands improbable is not the same as impossible

Any good poker player will tell you most people are just not good at dealing with probabilities. A 30 percent chance that something will happen does not mean that it will not happen at all. And, according to Nate Silver, the founder and editor in chief of FiveThirtyEight, that is just what happened when Donald Trump became President Elect.

Monday, November 21, 2016

Brands need to prepare for FragmentNation

Last week Kantar hosted a conference in New York City titled FragmentNation. While the title of the event predated the U.S. election result, Trump’s win helped underline the basic thesis of the event. Brands must prepare themselves to market in an ever more fragmented world and that means understanding the granularity of people’s needs, mindset and values like never before.

Wednesday, November 16, 2016

GM’s OnStar and IBM’s Watson have ads for you

With the announcement of OnStar Go your car is going to be a full on digitally connected device – and you know what that means don’t you? More ads. Let’s just hope Watson really is as smart as IBM says it is.

Monday, November 14, 2016

Is marketing a less reliable practice than finance?

As a panelist at Effectiveness Week in the UK the other week, I got to hear Patrick Barwise review some findings from his book, ’The 12 powers of a marketing leader : how to succeed by building customer and company value’. Barwise asserted that marketing sounds less reliable than other business practices because it mostly deals with the future. But is marketing inherently less reliable than finance?

Wednesday, November 9, 2016

The lessons for brands in why Trump won

As I am sure you have heard by now, Donald Trump has won the U.S. Presidency. As Jim Rutenberg notes in the New York Times the news media and polls once again fundamentally misread the true feelings of the American electorate. If we learn anything from this surprise result, it is that salience and difference matter as much in politics as they do in branding.