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Get Nigel’s Opinion

Read Nigel! Here, I give my opinion on contemporary marketing issues, based on 40 years of market research. You can also find highlights from the old Millward Brown blog, tracing the evolution of marketing insight and practice over the last 15 years. Use the Category or Tag tabs to find the content you want.

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Three ways to make brand consideration more useful
Purchase decisions
When LinkedIn's algorithm fed me Peter Buckley's post titled, "Is Consideration a Con?", I was in a ...
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What we can learn from brands that went bankrupt
Pricing power
I started my market research career at the Foods Division of Cadbury Schweppes. As I noted in my sec...
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Habit: the established brand’s undervalued advantage
Purchase decisions
Whether it is the result of preference, routine, or dependency, habit has a powerful influence on pu...
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Most brand relationships are a figment of a marketer’s imagination
Uncategorized
Several times last year I heard marketers talk about the importance of building brand relationships....
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Acquisition is the primary growth driver, not retention
Advertising
Apart from the startlingly obvious fact that a company must first acquire users to retain them, ther...
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Is there a solution to the advertising disconnect?
Advertising
Advertisers are desperate to get their audience's attention. Most of that audience would prefer not ...
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Can DTC brands beat the performance plateau?
Advertising
A couple of weeks ago I published this post asking why and when startups should start investing in b...
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Effective advertising requires more than originality
Advertising
I believe originality is an important quality of effective advertising, but originality must do...
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Why and when do startups need to start investing in their brand?
Branding
Growth. It is what every company seeks, but startups particularly live or die by their growth trajec...
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