Straight Talk with Nigel Hollis

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

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Monday, November 13, 2017

What really makes an iconic brand?

A while back I came across a presentation given by Douglas Holt, the man who wrote the book on iconic brands. In the presentation Holt makes a distinction between “better mousetraps” and “cultural innovators” and seems to imply the latter are somehow better. However, a quick look at BrandZ finds better mousetraps are far more valuable.

Wednesday, November 8, 2017

Are big brands dying? It depends.

If you are running a big brand it must seem like you have a large target painted on your back. Every other brand in the category wants a share of what you already have. And stories of big brands losing out to newcomers are everywhere. But are big brands really dying?

Monday, November 6, 2017

When buying a soft drink gives pause for thought

When I wrote my post about behavioral economics a while back I compared buying a soft drink with buying a car to highlight the different degrees of conscious thought we invest in making a purchase decision. However, I can think of one occasion when I have been forced to think about which soft drink brand to buy and it highlights the influence that brand familiarity has on the purchase process.

Wednesday, November 1, 2017

When is it the right time to advertise to someone?

A couple of weeks ago I suggested that I would come back to the idea that there is a right time to advertise to someone. Right now the marketing world seems to have decided that the right time to get a message to someone is as close to point of purchase as possible, but is that really true?

Monday, October 30, 2017

Will taking a stand further fragment brands?

Brands have been called on to make a stand and many have answered the call. So far this year we have seen a number of large, well-known brands lining up to save the world or make it a better place to live in. I applaud the fact that these brands are willing to take a stand, but I do wonder if it is yet another step on the road to brand fragmentation.

Wednesday, October 25, 2017

Trust in data varies across marketing disciplines

Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. 

Monday, October 23, 2017

Advertising in a mobile-first world

A trip on the New York subway soon reminds you that we live in a mobile-first culture. Out of the ten people in the same carriage as me most were using their phones: listening to music, reading the news or streaming video. This is the environment in which today’s advertising needs to exist and thrive.

Wednesday, October 18, 2017

Programmatic buys are more efficient. Really?

Last week I referenced Richard Thaler, winner of the 2017 Nobel Prize in Economic Sciences for his ground-breaking work on behavioral economics. We now accept that the old economic models of rationality are wrong and it makes me wonder whether we should be questioning some more up-to-date assumptions.