People love to claim that their marketing is data-driven. It makes them sound smart and fiscally res...
Get Nigel’s Opinion
Performance marketing seeks to divide, branding seeks to unite
Recently, I have spent a lot of time trying to understand the world of performance marketing. It has...
Marketing should not be a pain, but endless emails are
So, it finally happened, I wandered into the digital crosshairs of the marketing blitz from HelloFre...
Evidence that advertising increases demand at any given price
I recently found an academic paper that suggests advertising raises the willingness to buy a brand a...
Did Airbnb really benefit from its shift to brand building?
I recently came across this post on LinkedIn about how Airbnb's shift to brand building advertising ...
How “easy to pay” fuels brand growth
The objective of marketing is to make it easier for people to choose the marketed brand. The basic r...
Evidence that advertising affects long-term price elasticity
A paper which starts with the statement, "Advertising often aims at creating and reinforcing brand d...
Three big questions to ask when analyzing big data
Never have we had such vast quantities of data readily available for analysis. If one is not careful...
Is certainty achievable or even desirable in business?
There is an overriding desire that pervades the business world: a desire for certainty. I understand...
Buying a tube of toothpaste should not cause anxiety
This title was lifted from an old post by one of my friends on Facebook and which led me to won...
Why “er” is the most important suffix in marketing
For a while now I have been using the phrase, "Easy to mind, easy to find, and easy to pay," to desc...
10 actions that will drive profitable share growth
Over the last few years I have compiled this list of 10 actions that will help drive profitable mark...
For growth, marketing and customer experience must align
Every marketer is focused on how best to grow their brand and the obvious way to do that is to gain ...
For market share, value matters more than volume
In a previous post I detailed why I think that the basic recipe for marketing success needs to be ea...
What drives next year's profit?
A new study by Abhi Bhattacharya, Neil A. Morgan and Lopo L. Rego reported in the Journal of Marketi...
What makes a brand distinctive?
In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
What makes a brand different?
In Chapter 8 of How Brands Grow, Byron Sharp states: "Rather than striving for meaningful, perceived...
Beyond Double Jeopardy: the missing dimensions of brand building
I think the Double Jeopardy empirical generalization is too often used to justify a simplistic recip...
How advertising influences sales over time
Brands act as a mental shortcut for decision making, built up over time from direct and indirect lea...
How purchase decisions are made
The chart shown above is an evolution of one that I helped create at Kantar. It is my attempt to sum...