Brand Premium

How Smart Brands Make More Money

Why do consumers pay a premium price for a brand? They do so because they find the brand to be meaningfully different from the alternatives. Whether that meaning is rooted in a functional performance or an emotional connection people are willing to pay more for brands that offer meaning and stand out from the crowd. In his new book Brand Premium: How Smart Brands Make More Money, Hollis shares the importance for marketers to identify a brand’s meaningful difference and focus on amplifying that meaningfully different brand experience for the consumer.

A lack of meaning is creating a market full of commodities rather than products and brands that instill strong loyalty. Loyalty equals repeat business and is the key to long-term success. Building consumer loyalty requires focusing on meaningful differentiation: functional, emotional, or societal.

Based on two key Millward Brown frameworks, Meaningfully Different and ValueDrivers, Hollis takes the reader through the four components of a meaningfully different brand experience:

  • Purpose
  • Delivery
  • Resonance
  • Difference

Throughout the book, the unique ValueDrivers Framework is applied to two very different brand models: Premium Priced and Value Priced. Using examples of leading brands like Dyson, Johnnie Walker, IKEA, Volkswagen and more, Hollis shows marketers how to Amplify what a brand stands for across all brand touch points including: Findability, Credibility, Vitality, Affordability, and Extendibility.

Praise from Industry Leaders

"My pen literally ran out of ink underlining all of the important and relevant bits in this book. If this book doesn’t make you stop and take stock of how you manage your brand, you might want to consider a new career!"

—Global Director of Brand Intelligence, JWT, Mark Truss

"Practical, insightful, and grounded in the success factors for today and tomorrow,

—Tuck School of Business, Dartmouth College, Kevin Lane Keller

"The most experienced and most successful marketing people will find themselves first nodding in recognition and agreement; and then delighting in the newer insights and extensions that Nigel Hollis presents them with."

—CEO, WPP, Sir Martin Sorrell

"There’s more insight in most chapters of this book than bookshelves of other books about branding. I would urge anybody interested in the latest and best thinking about brands to read this immediately."

—Global Consumer Planning Director, Diageo, Mark Murray

"Nigel Hollis shows us through engaging stories—and hard data—that the best way to profitability is through building great brands. More importantly, he shows us HOW to do it."

—President/CEO, The Jim Stengel Company, LLC, and Former Global

"My pen literally ran out of ink underlining all of the important and relevant bits in this book. If this book doesn’t make you stop and take stock of how you manage your brand, you might want to consider a new career!"

—Global Director of Brand Intelligence, JWT, Mark Truss

"Practical, insightful, and grounded in the success factors for today and tomorrow, Brand Premium will help marketers and analysts understand how brands can thrive and succeed financially."

—Tuck School of Business, Dartmouth College, Kevin Lane Keller

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About the Author


Media & Speaking Engagement Inquiries
Global
Bal Thandi
+44 1926 826152

North America
Susan Hickey
+1 212 548 4680


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