Straight Talk with Nigel Hollis

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

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Wednesday, September 26, 2018

Why brand momentum matters to marketing success

Clearing out our bookshelves I came across a book called “The Granularity of Growth”. It reminded me that one of the most important things that marketing does is to help keep up a brand’s momentum. Sales today are often earned in the past and today’s marketing actions have consequences next year.

Monday, September 24, 2018

Ad blocking continues to rise and we are to blame

The latest data from GlobalWebIndex finds that ad blocking is still on the rise in globally. While it is not a surprise, the news did remind me that I have seen far less coverage of this issue lately. It is almost as if the industry shrugged its shoulders and said, ‘well, it can’t be helped’. Except, of course, it can.

Wednesday, September 19, 2018

Why disruption is a big challenge to big brands

After a dinner at which I sounded off about the inability of big companies to innovate, my friend sent me a link to this article, ‘Why Big Companies Squander Good Ideas’ . It is another interesting read and it strikes a chord with me because it does not buy into the typical disruption model or assume that everyone is an idiot.

Monday, September 17, 2018

What makes Kohl’s department store different?

The WARC news email brought to my attention that Kohl’s department store appears to be one of the retailers who have discovered the secret to thriving, not just surviving, in the age of Amazon. But what really drives that success?

Wednesday, September 12, 2018

The big potential downside of zero-based marketing

In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?

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?

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?

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.