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Straight Talk with Nigel Hollis

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

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Monday, September 10, 2018

Is resilience a strong brand’s greatest benefit?

This thought was prompted by a comment made by one of our clients. Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks?

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Wednesday, September 5, 2018

Lessons from China on effective celebrity marketing

Chinese brands have long relied on proven celebrities to attract attention and add appeal. However, the explosion of social media, rapid growth of local brands and the e-commerce revolution are challenging brands to adapt their strategy. What does a brand need to do to effectively leverage celebrity in China today?

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Monday, September 3, 2018

What ads for slippers can tell you about targeting

This post follows on from the one about why ad delivery is so dominant in the digital domain. That post sought to identify why targeting and ad delivery needs to be far more nuanced, and take audience attitudes and emotions into account as well as more factual data.

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Wednesday, August 29, 2018

What is to blame for our obsession with targeting?

In a recent point of view on Campaign, Rory Sutherland discusses the origins of our “targeting-obsessed scientism” which leads us to focus on ad delivery to the exception of anything else like creative or the recipient’s mindset. Rory calls out Silicon Valley for tricking advertisers, but is this single-minded focus really just the fault of the tech companies?

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Monday, August 27, 2018

The interaction between attitudes and behavior

The furor over whether brand attitudes predict or follow behavior made me take a step back and re-examine my own beliefs about how attitudes and behavior interact. Assuming that ‘it’s complicated’ is not helpful, I have tried to map out a framework for thinking about how the two affect each other.

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Wednesday, August 22, 2018

Can you predict the long-term effects of marketing?

A while back, I wrote a post about the spurious dichotomy between the short and long-term effects of marketing. In it I argued that the separation between the two time frames was a spurious one, but how do you predict whether your marketing will have a positive effect in the longer-term?

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Monday, August 20, 2018

Why “I am right, you are wrong” is bad for brands

Everyone knows that to get noticed in today’s frenetic media environment you have to pick a side and argue your case as vehemently as possible. That strategy might spawn a negative reaction, but then they say there is no such thing as bad publicity. But what if making hyperbolic assertions is undermining the effective practice of marketing?

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Wednesday, August 15, 2018

Some further truths about brand image perceptions

In his latest blog post, Byron Sharp has some pretty strong words to say about brand tracking. As usual, there is lots in his post that is true and important to say, but not that much that is as new or challenging as the headline suggests.

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Nigel-Hollis_300x180
Nigel-Hollis_300x180 Nigel Hollis
Executive Vice President and Chief Global Analyst, Insights Division, Kantar

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