Straight Talk with Nigel Hollis

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

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Monday, May 4, 2020

Core strength: does your brand need to train harder?

Core strength facilitates efficient movement in humans, but when it comes to brands, core strength helps ensure that the brand is poised for efficient growth. So how do you know if your brand’s core is strong or weak?

Wednesday, April 29, 2020

Technology and telecom brands lead the way into the great media unknown

Innovation is the heart of the tech and telco industries, and brands in this category continue to blaze trails by embracing new digital touchpoints. However, TV remains important and experience and recommendation are some of the most impactful touchpoints. In this post I take a closer look at which media work best for technology and telcom brands.

Monday, April 27, 2020

Anticipating consumer behaviours after COVID-19

As the economic and social ramifications of the Great Lockdown make themselves apparent there is a lot of discussion about what consumer behaviours will change when we reach a new normal after COVID-19. Some anticipate widespread changes, but I am not so sure. Mostly it will depend on what context the new normal creates.

Wednesday, April 22, 2020

There’s power in emotion, even when we don’t seem to care

It seems frivolous to talk about branding issues with everything going on. But if there’s one thing many of us have more of these days it’s some extra thinking time. And when the current circumstances change, we'll benefit from taking time to pause and reflect. So, let’s take a few moments to think about emotion and the role it plays in branding.

Monday, April 20, 2020

Can your brand afford not to advertise in months to come?

The Great Lockdown is just the beginning of what is likely to prove a long and difficult road through recession to recovery, and that means advertisers are going to have to answer three difficult questions. Can your brand afford not to advertise? Where should you advertise? And what sort of content should you run?

Wednesday, April 15, 2020

How brands can survive, and then thrive, during a COVID-19 triggered recession

Undoubtedly, COVID-19 has instigated a global recession. Which recession marketing lessons should marketers look to in order to help brands survive, and even thrive, in the difficult times ahead?

Monday, April 13, 2020

Why the first moment of truth is really the final one

As a little break from COVID-19 content, this post explores why I think we might be better served by thinking of a purchase decision as the final moment of truth, not the first. Thinking of a purchase decision as the culmination of all prior brand exposure and experience has important ramifications for marketing spend and content.

Wednesday, April 8, 2020

A healthy media diet for food & drink brands

In the first of a new series of category-specific investigations, Duncan Southgate takes a look at the media effectiveness of campaigns for food and (non-alcoholic) drink brands.