Straight Talk with Nigel Hollis

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

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Wednesday, February 26, 2020

All bark no Byte?

Monday saw the launch of new social media app, Byte, to much fanfare. Largely seen as the spiritual heir to the dearly-departed Vine, it’s easy to see why: it retains the central Vine offer of six-second looping videos, many of the original Vine stars have already established a presence, and indeed its creator is one of Vine’s co-founders. But can this upstart compete with the likes of TikTok?

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Monday, February 24, 2020

Why Brandless went bust

The basic proposition of DTC company Brandless was that its wide range of everyday products were not only good-for-you but also cheaper, the result of cutting out the retailer and marketing costs. In 2018 AdAge crowned Brandless ‘Startup of the Year’and SoftBank’s Vision Fund invested $240 million. Two years later, Brandless has shut up shop.

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Wednesday, February 19, 2020

Pier 1 Imports, different but now bankrupt

Anyone who has attended one of my presentations will know that I tend to bang on about perceived difference being a leading indicator of brand-led growth. I am also careful to caveat that statement, and while Pier 1 Imports might have been perceived as different, it lacked two other growth factors.

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Monday, February 17, 2020

How T-Mobile created its growth momentum

On Tuesday 11th last week, a suit challenging the merger between T-Mobile and Sprint was rejected. In his ruling, Judge Victor Marrero of United States District Court in Manhattan described T-Mobile’s business strategy as “undeniably successful” and “pro-consumer”. This post reviews how a decade of challenging the status quo paid off for T-Mobile.

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Wednesday, February 12, 2020

How big brands can beat start-ups at the innovation game

We hear a lot in the news these days about how big companies are both challenged by and responding to the threat from start-ups. In many cases, start-ups are lauded as more consumer-focused and agile. As a result, big companies have set up small units designed to mimic the start-up model, but is this truly a recipe for success?

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Monday, February 10, 2020

Is there a flaw in Burger King’s promotion strategy?

I really wonder about the long-term effectiveness of Burger King’s promotions, including the famous Whopper Detour promotion. I don’t care that Detour won the Titanium Grand Prix at Cannes, I cannot help but feel that this sort of marketing is a recipe for weakness, not strength.

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Wednesday, February 5, 2020

How adidas regained its sales momentum

In 2014, adidas was suffering from declining global sales and market share losses in the USA. Since then the brand has returned to growth as it focused on creating brand desire rather than the efficiency of its marketing. It is a reminder to all of us that using the right metrics to guide marketing investment is important.

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Monday, February 3, 2020

Strong brands leverage the power of a shared idea

I have to thank those nice people at Mediacom for sharing 'Two minutes with Simon Peel, Global Media Director at adidas'. In the video, Peel shares his thoughts on the power of a shared idea, and while he might be thinking that a shared idea of what makes things cool encourages people to buy a pair of sneakers, I think it applies to all strong brands.

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