Straight Talk with Nigel Hollis

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

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Wednesday, December 27, 2017

Do bank brands work differently from others?

I have done quite a lot of work recently looking at what drives the growth of bank brands over time. While a huge amount depends on business fundamentals, like how well a brand can use technology to create a better experience, the equity drivers remain remarkably consistent with other categories. Why? Because banks sell to people just like other brands do.

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Wednesday, December 20, 2017

Retailers need to appeal to the monkey in us

As Tim Minchin notes, “We're just (expletive) monkeys in shoes”. But collectively we monkeys buy a lot of shoes. And clothes. And other stuff. And companies have made a lot of money building brick and mortar stores that sold shoes, clothes and other stuff. Then along came e-commerce and everything changed. Or did it?

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Monday, December 18, 2017

Should Chipotle reset and rebrand?

A recent story on Marketplace by Aaron Schrank discusses the likely future of fast-casual restaurant chain Chipotle in the U.S. as it looks for a new CEO following its problems with various foodborne illnesses. The story concludes with the suggestion that Chipotle may need to “reset and rebrand”. But is that really what is required?

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Wednesday, December 13, 2017

Why do marketers not test digital ads more often?

A new article on our website explores why testing ads is just as important in the digital domain as it is for TV. But I cannot help but wonder if the authors are not being too rational in their analysis. Yes, testing will improve sales response but some marketers just don’t seem to think that is important.

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Monday, December 11, 2017

Amazon Christmas ad makes a lasting impression

Once again Kantar Millward Brown has conducted its annual study of Christmas advertising from brands and retailers in the UK, and Amazon’s Gift has been identified as the execution most likely to engage the audience and motivate people to buy. The ad is very different from last year’s but sticks closely to the five principles outlined in Make a Lasting Impression. 

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Wednesday, December 6, 2017

Strong brands are a reward from satisfied customers

On Monday I posted about how Subaru managed to grow  while making industry-leading margins. In pulling together the case study I could not help but reflect that while my attention focused in large part on the advertising there were many factors that led to Subaru’s success, not just an emotionally engaging ad campaign. 

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Monday, December 4, 2017

How a little love helped Subaru make more money

In this Bloomberg article Subaru of America’s CEO, Tom Doll, remembers how in 2005 the company “were getting the tar kicked out of us”. His solution was to play a different game from the big automakers and it has served the brand well, helping to boost sales by a factor or three with industry-leading margins.

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Wednesday, November 29, 2017

Why is so much digital marketing lazy?

This set of interviews with top Chicago marketers on the topic of the challenges and opportunities of digital missed calling out the elephant in the room. Most digital campaigns lack what is required for them to be effective.

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