Straight Talk with Nigel Hollis

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

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Wednesday, March 11, 2020

How brands can survive the COVID-19 crisis

The good news about working remotely is that you can still do so while self-isolated after a skiing trip in the Italian Dolomites. However, unlike humans, brands cannot isolate themselves so easily. With the full effects of the COVID-19 outbreak still to be realised what can management and marketers do to ensure the continued health of their brands?

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Monday, March 9, 2020

The recipe for improved online ad effectiveness? Better ads.

I am constantly amazed by the way people make assumptions based on data. In response to learning that people only watch online ads for an average of a few seconds what is the typical response? Make shorter ads. Maybe instead advertisers ought to invest more time and effort into creating better ads?

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Wednesday, March 4, 2020

Customer experience can be as simple as a coffee cup

On a recent flight with British Airways, my attention was drawn to the sensation of touch. Running my fingers over the vertical waves on the side of my coffee cup brought me back to myself from the zombie-like soporific state that long distance flying induces. This is a designed experience that puts the customer in the centre.

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Monday, March 2, 2020

Penetration or loyalty, what makes sense for your brand?

A couple of weeks ago I asked if there was a flaw in Burger King’s promotion strategy. Neil Hopkins replied and then queried the statement that I had made about "growth comes from increasing penetration", citing evidence from GFK that challenges that assertion. So, is penetration gain the only way to grow your brand?

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Wednesday, February 26, 2020

All bark no Byte?

Monday saw the launch of new social media app, Byte, to much fanfare. Largely seen as the spiritual heir to the dearly-departed Vine, it’s easy to see why: it retains the central Vine offer of six-second looping videos, many of the original Vine stars have already established a presence, and indeed its creator is one of Vine’s co-founders. But can this upstart compete with the likes of TikTok?

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Monday, February 24, 2020

Why Brandless went bust

The basic proposition of DTC company Brandless was that its wide range of everyday products were not only good-for-you but also cheaper, the result of cutting out the retailer and marketing costs. In 2018 AdAge crowned Brandless ‘Startup of the Year’and SoftBank’s Vision Fund invested $240 million. Two years later, Brandless has shut up shop.

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Wednesday, February 19, 2020

Pier 1 Imports, different but now bankrupt

Anyone who has attended one of my presentations will know that I tend to bang on about perceived difference being a leading indicator of brand-led growth. I am also careful to caveat that statement, and while Pier 1 Imports might have been perceived as different, it lacked two other growth factors.

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Monday, February 17, 2020

How T-Mobile created its growth momentum

On Tuesday 11th last week, a suit challenging the merger between T-Mobile and Sprint was rejected. In his ruling, Judge Victor Marrero of United States District Court in Manhattan described T-Mobile’s business strategy as “undeniably successful” and “pro-consumer”. This post reviews how a decade of challenging the status quo paid off for T-Mobile.

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