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.

The potential power of digital marketing is huge. So why am I left with the feeling that the practic...
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In his recent article on Mumbrella, "The forgotten 'P' of marketing," Ryan France references the 'sp...
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People love to claim that their marketing is data-driven. It makes them sound smart and fiscally res...
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Recently, I have spent a lot of time trying to understand the world of performance marketing. It has...
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So, it finally happened, I wandered into the digital crosshairs of the marketing blitz from HelloFre...
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I recently found an academic paper that suggests advertising raises the willingness to buy a brand a...
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I recently came across this post on LinkedIn about how Airbnb's shift to brand building advertising ...
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The objective of marketing is to make it easier for people to choose the marketed brand. The basic r...
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For a while now I have been using the phrase, "Easy to mind, easy to find, and easy to pay," to desc...
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Over the last few years I have compiled this list of 10 actions that will help drive profitable mark...
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Every marketer is focused on how best to grow their brand and the obvious way to do that is to gain ...
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In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
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In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
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I think the Double Jeopardy empirical generalization is too often used to justify a simplistic recip...
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Take the chart from my post about how purchase decisions are made, wrap it into a circle, and you ge...
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Growing penetration is the main growth driver available to marketers, but unless that growth is achi...
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