Straight Talk with Nigel Hollis

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

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Wednesday, November 21, 2018

Why brands need to be more like Lewis Hamilton

With just the Abu Dhabi race to go this year, Lewis Hamilton is firmly entrenched at the top of the Formula One leader board. His current position is the result of multiple wins and hard work, both from the driver and team Mercedes. When faced with today’s short-termism, marketers might do well to reflect on Hamilton’s success.

Monday, November 19, 2018

Public outcry brings Iceland ad in from the cold

Kantar Millward Brown’s digital pre-testing finds that a strong emotional response means a digital video is five times more likely to go viral. So perhaps it is not surprising that after being banned from the airwaves, Iceland’s moving Christmas ad about a young orangutan made homeless by deforestation has gone viral online.

Wednesday, November 14, 2018

Lululemon finds success with like-minded buyers

To grow your brand, it must acquire more new buyers than it loses existing ones. Simple, right? Except trying to appeal to new buyers might risk putting off existing ones, and lead to a lack of clarity over what the brand stands for. Which is why brands often need to reach out to new users who share similar needs or mindset to the existing ones.

Monday, November 12, 2018

Capitec disrupts the South African banking industry

Banking is a tough industry for new entrants. People value the availability and trust promised by big, incumbent banks and may not wish to hand their money over to an unknown. And yet, Capitec, now the largest, if not yet the most valuable bank in South Africa, managed to gain a foothold and grow. Capitec’s story highlights the power of disruption.

Wednesday, November 7, 2018

It is time to put judgement back into our analysis

When I first started work in the U.S., I vividly remember being taken to task by a senior research director at a client company who accused me of using “judgement” in my analysis. This episode highlighted a clash between my belief that data needed to be interpreted to be useful and a widespread belief that the research role was simply to report the data.

Monday, November 5, 2018

Time to revisit the marketing in recession playbook

On a recent visit to Turkey I was asked to revisit the topic of marketing in recession. With exchange rates against the dollar at a low it is not surprising that this topic might be of interest to Turkish clients but given a few warning signs elsewhere in the world maybe we should all review our marketing in recession playbook.

Wednesday, October 31, 2018

Disruption requires vision and consumer insight

In her latest article in Marketing Week, Helen Edwards declares, “Unless you’re ahead of the consumer, you can’t be ahead of the competition.” And she is absolutely right. The problem is that too many marketers seem to have defaulted to blindly following their consumers, rather than trying to stay ahead of them.

Monday, October 29, 2018

Measuring the influence of brand marketing on sales

Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy.  But what data and analytic approaches help us to understand the influence of brand marketing on sales?