Straight Talk with Nigel Hollis

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

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Wednesday, May 29, 2019

Do not misinterpret the Excess Share of Voice analysis

Various studies find that there is a consistent relationship between share of voice this year and market share change next year. The more a brand spends compared to its market share, the more likely it is to grow over time. But within a category some brands will fail to obey the general relationship and it is important to understand why.

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Monday, May 27, 2019

Word of mouth is powerful but lacks some important qualities

Last week I was in Monterrey, Mexico, invited to speak at the internal marketing conference of packaged goods company Sigma. First up on the agenda was Jonah Berger, professor at Wharton Business School and author of the book ‘Contagious’, who, not surprisingly, was talking about the power of word of mouth. He delivered a great presentation, but I had to question some of his assertions.

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Wednesday, May 22, 2019

James Charles highlights the challenges of influencer marketing

Influencer marketing is one of the most hyped marketing strategies today. However, in a world that rises and falls on public opinion, at the speed of digital, there are dangers in an influencer strategy. We can look to James Charles and The Jolly Green Giant for lessons on how to navigate this new opportunity.

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Monday, May 20, 2019

Even the iPhone might struggle following the U.S. tariff increases

With President Trump’s tariffs driving prices higher for many goods it is going to be interesting to see which brands can best ride out the inevitable consumer response. In part, whether a brand thrives will depend on its category, and in part how well it is differentiated from its competition.

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Wednesday, May 15, 2019

Jeff Bezos proven right: Word of Mouth is the future

Jeff Bezos said of the future of marketing,

The balance of power is shifting toward consumers and away from companies… in the old world, you devoted 30 percent of your time to building a great service and 70 percent of your time to shouting about it. In the new world, that inverts.”

And our research proves that future is already here.

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Monday, May 13, 2019

Stated purchase intent can anticipate consumer behaviour

When you have worked with survey data for over thirty years – gulp – you take for granted things that other people do not. For instance, unlike many, I tend to assume that consideration and stated purchase intent questions do anticipate consumer behaviour. However, I do not assume that an individual’s stated intentions will guarantee they buy the brand they state.

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Wednesday, May 8, 2019

More than ever customer experience makes or breaks a brand

Now, more than ever, customer experience makes or breaks brands. In our smartphone era customers’ praise or complaints are amplified. Who remembers the United Airlines brand crisis, in which $1.4 billion in value was wiped out overnight when a passenger’s bad experience went viral on social media? To grow value, brands have no choice but to deliver a great experience.

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Monday, May 6, 2019

Purchase interval acts as a choke point for brand growth

In discussions with clients and colleagues, I have been reminded that it is all too easy to think a change in attitudes will automatically lead to a change in behaviour. But just because someone would choose your brand today does not mean they are ready to buy it today.

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