Straight Talk with Nigel Hollis

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

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Monday, April 30, 2018

Why we need to examine relative brand strengths

To really understand the attitudinal power of brands we need to look beyond the absolute scores and instead examine relative strengths and weaknesses. If more people say good things about a brand than claim to use it then that difference represents an opportunity to grow, provided that association has a positive relationship with business outcomes.

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Wednesday, April 25, 2018

The real power of social media influence

The other week I was involved in a little email exchange with my colleagues about the power of social influence. As usual I was getting boxed into the Luddite corner until I realize that what was worrying me was the apparent assumption that social influence was universal and all powerful. If so, I beg to differ.

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Monday, April 23, 2018

Advertisers must accentuate the positive

When researching Brand Premium I interviewed a well-respected agency planner who told me that the most effective marketing campaigns traded on people’s anxieties and insecurities. I am not convinced their assertion is true but in today’s turbulent times perhaps brands should have a responsibility to accentuate the positive not add to the negative?

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Wednesday, April 18, 2018

The 3 C’s of instant recognition and meaning

In an increasingly competitive and disjointed brand landscape, where the influence of ‘private label’ and ‘direct’ brands continues to expand, how can established brands best achieve the recognition they need?

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Monday, April 16, 2018

Creativity wins effectiveness contest once again

My post about the creativity being the variable under a brand manager’s control that had the most impact on revenue prompted Phil Herr to send me the Market Research Council newsletter which details another study of advertising effectiveness. Guess what it lists as number one sales driver?

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Wednesday, April 11, 2018

Chatbots can be good for advertisers and audiences

Last year Kantar Millward Brown added to its long list of digital firsts stretching back over two decades when it tested the impact of an AI chatbot integrated within outstream video ads. The results were positive, as they often are for new ad formats, but could the adoption of chatbots in ads be a way to make digital advertising more user-friendly?

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Monday, April 9, 2018

Why Uber was Grabbed by Grab in South East Asia

I have been working on a presentation about what regular brands can learn from the disruptors like Amazon, Airbnb and Uber. In the case of Uber one lesson might be that being the first mover in one country does not help when you go up against the incumbent in another.

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Wednesday, April 4, 2018

Is brand marketing less important today?

In this post Bill Pink, Head of Brand Guidance Analytics in North America, considers whether brand marketing is less important than it was in days gone by.

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