Straight Talk with Nigel Hollis

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

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Wednesday, July 6, 2016

Premier Inn grows by targeting brand predisposition

Digital marketing has been a huge gift to hotel marketers. Just one click that indicates interest in staying somewhere will bring a barrage of hotel ads to your digital device. No more print runs with the latest deal on a three night stay in New York, they can customize an offer precisely targeted to what you are looking for… so long as they read your behavior right.

Monday, July 4, 2016

Fish where the fish are but use the right bait

It has become very popular for people to justify putting more money into digital by using the old axiom that you need to fish where the fish are. However, if, like me you spent a frustrated childhood fishing and not catching much, you will know that there is a lot more to fishing than just figuring out where the fish are.

Wednesday, June 29, 2016

Can you escape the price promotion trap?

I cannot help but believe that many companies fall into the price promotion trap – and have no doubt, it is a trap – inadvertently. If you are a packaged goods brand you generally have little choice but to play the promotion game, but the question then comes down to how much do you play; and, if things go too far, how do you pull back?

Monday, June 27, 2016

Can Abercrombie & Fitch re-invent itself once more?

As part of an attempt to rejuvenate the company’s fortunes, management at Abercrombie & Fitch Co. have stated that they will reduce promotional intensity in order to improve long-term brand health. It is a brave move and it will be interesting to see how well it sits with investors.

Wednesday, June 22, 2016

Why Green Mountain Power teamed up with Tesla

A couple of weeks ago about 40 people gathered in the town hall of Woodstock, Vermont. That would be a pretty good turnout for a movie, but these people were there to listen to a presentation by Green Mountain Power. Why? Because GMP has teamed up with Tesla and there’s nothing like a sexy brand name to attract attention.

Monday, June 20, 2016

Positioning your brand to be the obvious choice

For some time now I have been mulling over the implications of the latest learning on how humans think. I have been trying to figure out what the implications are for marketing. Are the implications really as radical as they as they might at first appear?

Wednesday, June 15, 2016

Biggest B2B brand Microsoft buys biggest B2B social network

Microsoft is acquiring LinkedIn in a $26.2 billion cash deal, the largest in the company’s forty year history. The deal brings together the biggest B2B brand with the largest B2B social networking site (appearing at 3rd and 85th respectively in this year’s BrandZ Top 100 Most Valuable Global Brands) , boasting more than 400 million members globally. Could this be the pivotal step that positions Microsoft to stay relevant for the next forty years?

Monday, June 13, 2016

Are marketers blind to dark social?

Like many marketers, ‘dark social’ had slipped off my radar as an issue, despite the fact that it has become a daily part of my life. Yup, that photo of Snorry the Maine Coon sitting in isolated splendor on my friends’ balcony and sent to them by Messenger was a dark social deed. No cat food ads for me because no one except the recipient knows I sent it.