Straight Talk with Nigel Hollis

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

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Wednesday, October 31, 2018

Disruption requires vision and consumer insight

In her latest article in Marketing Week, Helen Edwards declares, “Unless you’re ahead of the consumer, you can’t be ahead of the competition.” And she is absolutely right. The problem is that too many marketers seem to have defaulted to blindly following their consumers, rather than trying to stay ahead of them.

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Monday, October 29, 2018

Measuring the influence of brand marketing on sales

Effective brand marketing increases the probability of consumers either picking a brand or paying more for a brand when it is time to buy.  But what data and analytic approaches help us to understand the influence of brand marketing on sales?

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Wednesday, October 24, 2018

How brands can earn attention in our digital world

I am always amazed at the power of a good meme, but the idea that humans have an attention span shorter than a goldfish has had a disastrous effect on the advertising industry. Worse, it now appears that there is no real evidence to back up the original claim.

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Monday, October 22, 2018

Undifferentiated, Sears finally declares bankruptcy

Sears, the once-iconic brand has been run into the ground by a continued strategy of store closings and sell-offs that has done nothing to alleviate the essential problem facing the company: people do not find it an attractive place to shop compared to the alternatives.

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Wednesday, October 17, 2018

A meaningful brand goes beyond customer need

Reading Joel Trethowan’s articleNeed, culture and experience – three sides to the brand relevance triangle’  reminded me of the lengthy discussions predating the launch of BrandDynamics. The old BrandDynamics pyramid is long gone, and maybe the word “relevance” should be as well.

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Monday, October 15, 2018

Why are integrated media campaigns so challenging?

The latest Getting Media Right finds that marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. So why are integrated media campaigns so challenging?

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Wednesday, October 10, 2018

Why brands need to defy category conventions

A few years ago, I made regular trips to Shanghai. Part of my routine was to walk down Nanjing Road from my hotel to the Kantar Millward Brown office and along the way I would be exposed to outdoor ads of a genre I call “lonely person with watch”. When all ads in a category obey the same conventions, they become totally unremarkable.

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Monday, October 8, 2018

Marketers need to ask, “what would Bezos do?”

There are plenty of quote collections from the world’s richest man floating around out there, but Jeff Bezos just has a habit of saying smart things. Perhaps if we marketers listened to him more, rather than running off after the next shiny object, we would all be a little bit smarter and more effective.

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