Straight Talk with Nigel Hollis

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

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Wednesday, January 2, 2019

Why marketers need to value people not data

In this video, Keith Reinhard, Chairman Emeritus, DDB, states, “We over-appreciate data and under-appreciate data”, and he is right. We tend to over-appreciate the data which tells us what people do, and under-appreciate the data that tells us why they do it.

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Wednesday, December 26, 2018

Why we need to examine relative brand strengths

To really understand the attitudinal power of brands we need to look beyond the absolute scores and instead examine relative strengths and weaknesses. If more people say good things about a brand than claim to use it then that difference represents an opportunity to grow, provided that association has a positive relationship with business outcomes.

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Wednesday, December 19, 2018

How brand-building pays off in higher premiums

A couple of weeks ago, I posted the example of how Direct Line Insurance improved its differentiation and grew sales, but there is an even more interesting example of brand-building detailed in the IPA case study. It demonstrates that even when price is compared directly people will still pay more for a well-known brand.

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Monday, December 17, 2018

Do people really buy brands based only on emotion?

Brand choice is driven primarily by emotion and feeling. People don’t make brand choices based on logical, persuasive marketing arguments (as many in our industry still like to believe), rather the more you feel for a brand, the more likely you are to buy it. But is this equally true for all product categories?

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Wednesday, December 12, 2018

Did Elton John steal John Lewis’s attention?

It is that time of year again, and in the UK retailers have entered into the spirit of the season with a barrage of holiday ads. And once again Kantar Millward Brown has used AdExpress to check out the public’s reaction. The results offer some insights into what works and what does not when it comes to holding people’s attention and moving them to purchase.

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Monday, December 10, 2018

How do you build a brand in a polarised world?

If the Brazilian presidential elections have shown us anything, it is that Brazil is a big and complex country that includes people with different - and sometimes even opposite - points of view.

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Wednesday, December 5, 2018

Why Direct Line Group dumped digital for TV

There is huge pressure for marketers to spend more on digital: it is where customers are spending more time, it is what everyone else is doing and the convenience metrics look good. So, it is nice to find an example of a company doing its homework and bucking the trend.

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Monday, December 3, 2018

Digital can build brands if you use it right

There is no doubt that the plethora of convenience metrics offered by digital media is focusing marketing attention on the here and now, often to the exception of longer-term outcomes. But there is actually no reason why digital media cannot be used for brand-building.

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