Straight Talk with Nigel Hollis

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

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Wednesday, October 3, 2018

Distinctive assets, orange juice, and chewing gum

A recent article in Adweek told stories of brand logo redesigns that had negative consumer repercussions, and asked the rarely-answered question, ‘What were they thinking?’. This reminded me of some of the experiences I had in my years at CPG companies.

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Monday, October 1, 2018

When companies benefit from market share gain

So last week I posted about portfolio momentum as described in “The Granularity Of Growth” and mentioned that share gain only accounted for a measly four per cent of compound revenue growth for large companies across a five year time frame. But why is that, and when do companies benefit from share growth?

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Wednesday, September 26, 2018

Why brand momentum matters to marketing success

Clearing out our bookshelves I came across a book called “The Granularity of Growth”. It reminded me that one of the most important things that marketing does is to help keep up a brand’s momentum. Sales today are often earned in the past and today’s marketing actions have consequences next year.

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Monday, September 24, 2018

Ad blocking continues to rise and we are to blame

The latest data from GlobalWebIndex finds that ad blocking is still on the rise in globally. While it is not a surprise, the news did remind me that I have seen far less coverage of this issue lately. It is almost as if the industry shrugged its shoulders and said, ‘well, it can’t be helped’. Except, of course, it can.

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Wednesday, September 19, 2018

Why disruption is a big challenge to big brands

After a dinner at which I sounded off about the inability of big companies to innovate, my friend sent me a link to this article, ‘Why Big Companies Squander Good Ideas’ . It is another interesting read and it strikes a chord with me because it does not buy into the typical disruption model or assume that everyone is an idiot.

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Monday, September 17, 2018

What makes Kohl’s department store different?

The WARC news email brought to my attention that Kohl’s department store appears to be one of the retailers who have discovered the secret to thriving, not just surviving, in the age of Amazon. But what really drives that success?

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Wednesday, September 12, 2018

The big potential downside of zero-based marketing

In theory the application of zero-based budgeting to marketing ought to be a good thing: no more budgets based on historical spending and funds allocated between options based on current performance. What is not to like? How about the fact that there is often a huge divide between theory and practice?

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Monday, September 10, 2018

Is resilience a strong brand’s greatest benefit?

This thought was prompted by a comment made by one of our clients. Usually when we talk about the benefits of developing a strong brand we focus on its potential to amplify gains, to sell more or to price higher; but what if the greatest benefit of a strong brand is to help a business survive setbacks?

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