Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, June 20, 2018

In marketing, failing fast requires the right data

The mantra fail fast, fail often, was popularized by a book of the same title which encourages readers to suspend their fear of failure and let their enthusiasm to guide them. Sadly, when it comes to marketing this advice is simply a recipe for wasted marketing spend if you do not know things are not going to plan.

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Monday, June 18, 2018

Why surprise alone does not build a brand

A paper published in WARC claims that surprise is the secret ingredient when it comes to building a brand, but how does this finding hold up in the face of testing people’s emotional response to over 30,000 ads? Not well.

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Wednesday, June 13, 2018

Brand building transforms as the speed of business accelerates

2018 has been a record year for the BrandZ Top 100 Most Valuable Global brands. Following a 21 percent brand value increase - equivalent to the GDP of Switzerland - the total value of the BrandZ Global Top 100 has reached a staggering $4.4 trillion. It is no surprise that tech and tech-related brands such as Google, Amazon and PayPal lead the way, but this year the ranking holds a mirror to world events as we see a growing battle for dominance between the East and West as the number of Chinese brands in the ranking increased and dominated the list of fastest risers.

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Monday, June 11, 2018

Join Kantar Millward Brown at Cannes

This post invites you to join Kantar Millward Brown at Cannes for a day of interaction designed to highlight the latest learning on how strong brands grow faster than average, make more money and use media more effectively.

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Wednesday, June 6, 2018

Are direct-to-consumer brands the future winners?

Randall Rothenberg, President/CEO of the Interactive Advertising Bureau (IAB), credits 2010 as the start of the direct-to-consumer brand revolution. That was the year Warby Parker was founded. But while a few direct-to-consumer brands have become relatively famous – like Dollar Shave Club which was acquired by Unilever for $1 billion – most remain largely unknown. What will the future bring?

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Monday, June 4, 2018

The power of diversity in advertising

Inclusive advertising is a topic many marketers are talking about. While creating the perfect inclusive ads can be a balancing act, some brands are getting it right. Coca-Cola’s ‘Pool Boy’ campaign is a great example, but when a brand gets it wrong it isn’t long before we hear the backlash from consumers on social media, which then migrates quickly to broader media coverage.

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Wednesday, May 30, 2018

BrandZ again highlights power of strong brands

The combined value of the BrandZ Top 100 Most Valuable Global Brands rose by $748 billion to a total of $4.4 trillion. This huge increase was driven not just by the growth in demand for high profile categories like technology and telecom but by strong brands in every category. I review the topline here, but see below about an opportunity to learn more in person at Cannes.

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Monday, May 28, 2018

Brands need to speak to “unchanging man” not data

A recent article by Sean O’Leary challenges modern marketers to learn from history not dismiss it as irrelevant. He speaks to the power of identifying things that do not change rather than fixating on the shiny and new. It will come as no surprise to people who read the blog that I agree with O’Leary wholeheartedly.

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