Straight Talk with Nigel Hollis

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

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Monday, November 27, 2017

Will we ever be free of the tyranny of clicks?

Click-through is the most ubiquitous digital metric, freely and immediately available for every digital execution. As a result click-through has become the dominant metric in digital campaign optimization irrespective of all the evidence that clicks have little relationship with brand performance and sales.

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Wednesday, November 22, 2017

The changing nature of e-commerce in China

Hard on the heels of Singles day, during which Alibaba processed 1.48 billion transactions in 24 hours, comes the announcement that the Chinese e-commerce giant is buying a major stake in China's top hypermart operator, Sun Art Retail Group. The $2.87 billion investment represents a huge step towards the realization of Jack Ma’s New Retail vision.

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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.

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Wednesday, November 15, 2017

When recognition unlocks brand meaning

According to a recent New York Times article https://nyti.ms/2jlMxGi few people can accurately draw the logos of well-known brands like Starbucks, Wal-Mart and Burger King. But the study conducted by Signs.com 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.

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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.

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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?

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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.

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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?

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