Straight Talk with Nigel Hollis

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

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Wednesday, August 1, 2018

Chipotle to be a “purpose-driven lifestyle brand”

I applaud any company that manages to maintain a strong sense of purpose, and maybe that is why I am fascinated by Chipotle, the fast-casual restaurant. However, when I read that Chipotle’s new chief marketing officer aims to make the brand a “purpose-driven lifestyle brand” it made me wonder what that might really mean.

Monday, July 30, 2018

Good design helps brands command a price premium

Good design ought to make a product or service more convenient, easier, and more enjoyable to use; not just visually attractive or distinctive. But what evidence do we have that people will pay more for a well-designed product?

Wednesday, July 25, 2018

Brand building for the digital age

There’s no shortage of evidence and industry opinion to suggest that digital advertising is killing the art of brand building. Whether it’s Binet and Field’s superb work for the IPA or Simon White’s article in AdAge, the consensus is clear; the expansion of digital has generated greater efficiency in sales conversion, at the expense of long-term brand growth.

Monday, July 23, 2018

Signs your brand needs to be more disruptive

In a recent post I addressed the need to balance the need to disrupt how a brand and category are perceived in order to grow with the need to maintain consistency. While no brand should ever give up trying to find the next opportunity for disruption in this post I want to focus in on signs that indicate the need for disruption is vital not just desirable.

Wednesday, July 18, 2018

After disruptive growth come marginal gains

Which would you prefer? Disruptive growth or marginal gains? I suspect most of us would opt for disruptive growth. But while companies need to continuously seek ways to disrupt their category, few will find a meaningful way to do so – in part because of a limited view of what might be disruptive – and in the absence of disruption cumulative marginal gains can still produce a nice return.

Monday, July 16, 2018

Disruption must be specific to a brand and category

Different brands in different categories require different growth solutions. This fact should go without stating, but why then do so many people seem intent on applying a one-size-fits-all solution? If everyone follows the same growth strategy it is a recipe for stalemate, not checkmate.

Wednesday, July 11, 2018

Brands must balance disruption with consistency

In our report How Disruption Can Fuel Brand Growth we argue that significant brand growth results when a brand does something different that challenges established category rules or existing brand perceptions. But how does that fit with the need for brands to build consistent memories and brand assets?

Monday, July 9, 2018

Social and personal: divergent ad industry trends?

A couple of weeks ago I was at Cannes Festival of Creativity and was struck by an interesting divergence within the creative industry. On one hand we had brands trying to hack the cultural conversation and on the other we had brands using AI to personalize their ads. But could the two trends be mutually exclusive?