Name Nigel Hollis | Role Author | |
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Books The Global Brand: How to Cr, The Meaningful Brand: H, Brand Premium: How Sma | ||
Nigel Hollis (born 1958) is an author, analyst, researcher, speaker, and commentator on marketing. He is the author of The Global Brand: How to create and develop lasting brand value in the world market published by Palgrave Macmillan in 2008, and is the Executive Vice President of market research agency, Millward Brown.
Contents
- Contributions to books by Martin Lindstrom
- The HotWired ad effectiveness study
- Straight Talk with Nigel Hollis
- References
Contributions to books by Martin Lindstrom
Hollis contributed a chapter to Martin Lindstrom's 2005 book BRAND Sense, in which Lindstrom described research that was designed by Hollis and conducted by Millward Brown specifically for the book. Hollis also contributed a comparable chapter to Lindstrom's 2003 book BRANDchild.
The HotWired ad effectiveness study
Designed by Rex Briggs, then head of research at HotWired, with the technical support of HotWired staff including Joshua Grossnickle and Oliver Raskin, HotWired used some of Millward Brown measurement scales. But the methodology differed significantly from brand tracking, for which Millward Brown was known. Hollis was instrumental in getting HotWired to work with Millward Brown, and this 1996 landmark study of online advertising, proving that banner ads could have a branding effect before clickthrough is noted as the first study of its kind
Straight Talk with Nigel Hollis
Hollis regularly publishes a blog called "Straight Talk with Nigel Hollis"