Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, November 15, 2017

When recognition unlocks brand meaning

According to a recent New York Times article https://nyti.ms/2jlMxGi few people can accurately draw the logos of well-known brands like Starbucks, Wal-Mart and Burger King. But the study conducted by Signs.com may not be as important as it first appears. The important thing about a logo is that it be recognized and associated with the right brand, not that it can be recalled in detail.

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Monday, November 13, 2017

What really makes an iconic brand?

A while back I came across a presentation given by Douglas Holt, the man who wrote the book on iconic brands. In the presentation Holt makes a distinction between “better mousetraps” and “cultural innovators” and seems to imply the latter are somehow better. However, a quick look at BrandZ finds better mousetraps are far more valuable.

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Wednesday, November 8, 2017

Are big brands dying? It depends.

If you are running a big brand it must seem like you have a large target painted on your back. Every other brand in the category wants a share of what you already have. And stories of big brands losing out to newcomers are everywhere. But are big brands really dying?

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Monday, November 6, 2017

When buying a soft drink gives pause for thought

When I wrote my post about behavioral economics a while back I compared buying a soft drink with buying a car to highlight the different degrees of conscious thought we invest in making a purchase decision. However, I can think of one occasion when I have been forced to think about which soft drink brand to buy and it highlights the influence that brand familiarity has on the purchase process.

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Wednesday, November 1, 2017

When is it the right time to advertise to someone?

A couple of weeks ago I suggested that I would come back to the idea that there is a right time to advertise to someone. Right now the marketing world seems to have decided that the right time to get a message to someone is as close to point of purchase as possible, but is that really true?

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Monday, October 30, 2017

Will taking a stand further fragment brands?

Brands have been called on to make a stand and many have answered the call. So far this year we have seen a number of large, well-known brands lining up to save the world or make it a better place to live in. I applaud the fact that these brands are willing to take a stand, but I do wonder if it is yet another step on the road to brand fragmentation.

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Wednesday, October 25, 2017

Trust in data varies across marketing disciplines

Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. 

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Monday, October 23, 2017

Advertising in a mobile-first world

A trip on the New York subway soon reminds you that we live in a mobile-first culture. Out of the ten people in the same carriage as me most were using their phones: listening to music, reading the news or streaming video. This is the environment in which today’s advertising needs to exist and thrive.

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