Straight Talk with Nigel Hollis

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

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Monday, November 20, 2017

Brands need to be more human on social media

An examination of Facebook and Instagram campaigns measured by Kantar Millward Brown finds longer-term brand impact is boosted when brands communicate in a more personable and human way. How do you do that? Think of the audience as human beings to be engaged not targets to be cajoled.

Wednesday, November 15, 2017

When recognition unlocks brand meaning

According to a recent New York Times article few people can accurately draw the logos of well-known brands like Starbucks, Wal-Mart and Burger King. But the study conducted by may not be as important as it first appears. The important thing about a logo is that it be recognized and associated with the right brand, not that it can be recalled in detail.

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.