Straight Talk with Nigel Hollis

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

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Wednesday, April 4, 2018

Is brand marketing less important today?

In this post Bill Pink, Head of Brand Guidance Analytics in North America, considers whether brand marketing is less important than it was in days gone by.

Monday, April 2, 2018

Brands are the most valuable business tool invented

In an open letter to CMOs, Tom Roach, Managing Partner at BBH, shares data-points designed to prove that a strong brand is a company’s most valuable asset, and asks that his letter be forwarded to the CEO. If you check out the letter you will find that four of the proof points come from work done by Kantar Millward Brown.

Wednesday, March 28, 2018

What is more important, ideas or targeting?

Listening to a recent radio interview once again reminded me of the power of message over targeting. Brands will never get the conscious deliberation that a political campaign might, so it is far less about ‘messages’ and far more about creating ideas that evoke a positive response from the target audience. But it is the idea that still matters the more than targeting.

Monday, March 26, 2018

How brands build competitive advantage beyond scale

I recently came across an article on Bain’s website which highlights the fact that a company does not need to be the biggest in their category to make the most money. In addition to the usual business advantages the article details attracting the best customers as one way that these companies get better returns. So how do you do that?

Wednesday, March 21, 2018

Does sustainability sell?

In this post, Anita Rao Kapur, Regional Director, Brand Guidance Systems, examines how brands are reconciling the need for sustainability with the need to grow profits.

Monday, March 19, 2018

Marketers spend in line with beliefs not data

Mark Ritson’s review of Radiocentre and Ebiquity’s new report on the dichotomy between marketers’ perceptions of media channels and the data on effectiveness of those channels is fascinating but somewhat depressing. Ritson concludes that the evidence will not make any difference to where marketers spend their money.

Wednesday, March 14, 2018

The branding lesson behind #Ladybooze

In part two of #ladycrisps, we now have #ladybooze; two examples of alcohol marketing promoting women's equality, masquerading cleverly as a PR stunt. Jane Ostler, Global Head of Media, Insights Division at Kantar, investigates further.

Monday, March 12, 2018

The real power of a brand lies in memory

I have seen ‘brand’ referred to as if it were something to rank alongside production, supply chain and capital; a part of doing business rather than something reflective of how people remember their interaction with a brand. But to do so diverts attention from the importance to shaping and framing those memories to best effect.