Straight Talk with Nigel Hollis

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

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Monday, March 12, 2018

The real power of a brand lies in memory

I have seen ‘brand’ referred to as if it were something to rank alongside production, supply chain and capital; a part of doing business rather than something reflective of how people remember their interaction with a brand. But to do so diverts attention from the importance to shaping and framing those memories to best effect.

Wednesday, March 7, 2018

How tracking has evolved from map to Satnav

Today’s tracking is dramatically different from what it used to be, designed to guide a brand’s future not follow what  happened to it in the past. In this post, Claire Spaargaren, Global Lead of Brand Guidance Solutions at Kantar Millward Brown, offers us a viewpoint on how tracking studies have evolved to meet marketer’s needs in our age of immediacy.

Monday, March 5, 2018

Stop worrying about short and long-term in marketing

I recently proposed to a group of CMOs that short versus long-term was a meaningless distinction and that successful marketing requires building and triggering memories across the buying cycle so that people are predisposed to buy your brand and pay the price asked. Here’s why.

Wednesday, February 28, 2018

Why digital ads are like over-eager technology

The technology I use seems to be overly eager to help me. I realized this when Facebook yet again created a photo album for me without my asking. Nice but you know what? I am not going to post a random selection of photos. I want to curate them first. And I bet that I am not the only one.

Monday, February 26, 2018

What checked Burberry’s global growth?

A few weeks ago Christopher Bailey, the man credited with Burberry’s revitalization, hosted his final fashion show in London. He described his last collection as “a real mishmash of things” with an eye on the past and hope for the future. And a brief look at Burberry’s brand equity around the world suggests that the word “mishmash” might equally well apply to that too.

Wednesday, February 21, 2018

Brand buyer beware, the users are coming

A recent article on the Harvard Business Review site attempts to answer the question, what makes a brand successful in the digital age? The answer is that they focus on users not buyers. Sorry, I am not buying that.

Monday, February 19, 2018

Disrupt the status quo in order to grow

Recently I wrote a piece for Brand Matters, our monthly review of what is new in the world of brand marketing, about the need to break out of the comfort zone. In this post I thought I would explore a few different examples of how a brand found growth beyond the edge of the comfort zone.

Wednesday, February 14, 2018

Tesla and the biggest PR opportunity in the world

So which stunt is more compelling? A skydive from the edge of space or putting a car into space? I think my vote has to go to Elon Musk’s Roadster even if it has been claimed that it was a backup payload after other organizations refused the offer of free transport on the new rocket.