Straight Talk with Nigel Hollis

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

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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?

Wednesday, October 24, 2018

How brands can earn attention in our digital world

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.

Monday, October 22, 2018

Undifferentiated, Sears finally declares bankruptcy

Sears, the once-iconic brand has been run into the ground by a continued strategy of store closings and sell-offs that has done nothing to alleviate the essential problem facing the company: people do not find it an attractive place to shop compared to the alternatives.