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Nigel Hollis, Author at Branding Strategy Insider - Page 5 of 10

Attacking Market Research

Neuroscientists, designers and authors all seem agreed on one thing: market research is pretty much useless. They all agree that new insights are required but, unfortunately for their credibility, they all offer a different means to that end. But why has market research become such a popular whipping boy?

Brand Success Requires More Than Creativity

I know many of you have smiled at their antics. Whether they are roller skating or mimicking their older selves, those cute babies are a viral hit. Apparently, however, their appeal has not managed to boost Evian’s fortunes in the USA. AdAge reports that Evian is now the number three premium water brand behind FIJI and Glacéau smartwater.

Big Data: Beyond The Bias

Kate Crawford, a principal researcher at Microsoft Research and a visiting professor at the MIT Center for Civic Media, has written a provocative post on the HBR Blog titled, “The Hidden Biases in Big Data.” She quotes former Wired Editor-In-Chief, Chris Anderson, as saying, “with enough data, the numbers speak for themselves.” Crawford then asks, can numbers actually speak for themselves?

Advertising: The Next Transactional Tool?

Karl Heiselman, CEO at Wolff Olins, thinks that advertising is destined to become a hyper-aggressive, transactions-focused battlefield. His vision is very similar to what I once referred to as “The Doomsday Brand Scenario.” Heiselman believes that transactional advertising will be balanced by tangible brand building activities, but I am not so sure.

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