Straight Talk with Nigel Hollis

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

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Wednesday, November 13, 2019

Do you have the courage to be consistent with your brand?

New and ground-breaking marketing often grabs our attention. But the evidence points to consistency as the key to brand growth. How can brands be consistent yet still attract their audience’s attention?

Monday, November 11, 2019

The Five S’s of branding beyond product

Last Thursday I gave a presentation at the launch of the BrandZ Top 50 Most Valuable Japanese Brands in Tokyo. My subject was how Japanese brands can find increased success in the global market and, as one of the criteria for success, identified the need for Japanese companies to think beyond just producing a quality product.

Wednesday, November 6, 2019

Eco-friendly brands need sustainable sales in store

When it comes to eco-friendly packaging, good intentions are not enough: sustainable products also need to earn attention at the shelf because people can’t buy what they don’t see.

Monday, November 4, 2019

Disruptive brands face a reality check

It seems that irrational exuberance is no longer popular. Venture capitalists and investors have suddenly decided that actually disruptive brands do not get a free pass from the need to make money. Faced with demands for more accountability many disruptors will have to figure out what might be their real strengths.

Wednesday, October 30, 2019

Digital advertising can certainly deliver impact, but it’s not the Holy Grail

Digital advertising’s readily available measurement metrics and low-cost perceptions make it more attractive by the day, which is reflected in the channel’s growing share of spend. But is it really as effective as marketers think it is?

Monday, October 28, 2019

Five financial benefits of a strong brand

In a previous post, I tried to define the word brand. In this one I want to propose five financial benefits of a strong brand. Most people, I believe, would start with selling more, but given what I wrote in the last post I must start with commanding a higher price point.

Wednesday, October 23, 2019

City mobility needs a diet

Cities around the world are facing huge challenges, not the least facilitating the daily commute as roads become ever more congested. To change this behavior, municipalities may need to follow similar advice to that offered in the movie Field of Dreams: “If you build it, they will come”.

Monday, October 21, 2019

What is this brand thing anyway?

I realise that the idea of a ‘brand’ is one of those ill-defined concepts that causes endless confusion. We all use the same word and yet can assign it very different meanings. Given that a blog post is meant to stimulate discussion, I am going to propose a definition and we can see where things go from there.