Straight Talk with Nigel Hollis

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

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Monday, July 23, 2018

Signs your brand needs to be more disruptive

In a recent post I addressed the need to balance the need to disrupt how a brand and category are perceived in order to grow with the need to maintain consistency. While no brand should ever give up trying to find the next opportunity for disruption in this post I want to focus in on signs that indicate the need for disruption is vital not just desirable.

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Wednesday, July 18, 2018

After disruptive growth come marginal gains

Which would you prefer? Disruptive growth or marginal gains? I suspect most of us would opt for disruptive growth. But while companies need to continuously seek ways to disrupt their category, few will find a meaningful way to do so – in part because of a limited view of what might be disruptive – and in the absence of disruption cumulative marginal gains can still produce a nice return.

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Monday, July 16, 2018

Disruption must be specific to a brand and category

Different brands in different categories require different growth solutions. This fact should go without stating, but why then do so many people seem intent on applying a one-size-fits-all solution? If everyone follows the same growth strategy it is a recipe for stalemate, not checkmate.

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Wednesday, July 11, 2018

Brands must balance disruption with consistency

In our report How Disruption Can Fuel Brand Growth we argue that significant brand growth results when a brand does something different that challenges established category rules or existing brand perceptions. But how does that fit with the need for brands to build consistent memories and brand assets?

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Monday, July 9, 2018

Social and personal: divergent ad industry trends?

A couple of weeks ago I was at Cannes Festival of Creativity and was struck by an interesting divergence within the creative industry. On one hand we had brands trying to hack the cultural conversation and on the other we had brands using AI to personalize their ads. But could the two trends be mutually exclusive?

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Wednesday, July 4, 2018

Do not over-rely on big data to fuel brand growth

Following the release of the new How Disruption Can Fuel Brand Growth report Bill Pink, Head of Brand Guidance Analytics in North America, and I have been mulling over whether big data is likely to inspire disruption. Our answer is that to do so you need more than just data, big or small. With that in mind we wrote up our seven principles for working with big data.

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Monday, July 2, 2018

Does my brand have the potential to grow faster?

Based on analysis of huge attitudinal and behavioral data sets Kantar Millward Brown finds that meaningfully different brands grow faster than average and can command a price premium. But how do you know whether a brand has the potential to grow faster than average?

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Wednesday, June 27, 2018

We need human insights not just data insights

Bill Pink sent me a link to this article by Steve Olenski who suggests ways to make better use of big data in marketing. But what caught Bill’s eye and caused him to send the link was a quote that gets at the elephant in the room for big data analysis.

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