As you already know, the Advisory Board of Corporate Excellence includes top class experts, who share their expertise and knowledge with our members. We are pleased to announce that on September 16 we are holding a meeting with Nigel Hollis, member of the Board and VP and Chief Global Analyst of Millward Brown.
Nigel Hollis is an expert in brand and evaluation of intangibles. His recent titles (The Meaningful Brand, How strong brands make more money y Brand Premium, How Smart Brands Make More Money) offer an interesting insight into brand management and have already become reference readings for all professionals responsible for managing these assets in organizations.
As we told our readers before, in the beginning of summer Hollis took part in the 2nd Conference on Innovations in Brand held in Madrid and Barcelona. We had an opportunity to interview him, and today we are releasing this interview to pique your interest in the run-up to the event scheduled for September 16.
Nigel demonstrates the importance enjoyed by brands in the current context, the way they relate to persons, creating new action patterns, and the way they influence global corporate management. Speed, new experiences and customer satisfaction currently play a key role in brand management. Technologies, the amount of data, multiple communication channels and platforms – all these factors changed and reshaped the brands discourse. Relations between brands and people have turned into a two-way street.
These are some of the ideas Nigel discusses in his recently published book Brand Premium, How Smart Brands Make More Money. As he notes in the interview, in order to achieve the Premium status, a brand should be meaningful (it should meet the needs and appear attractive), different (it should set the trends in order to encourage the consumer to pay a higher price), and salient (it should be the first brand that springs to consumer’s mind when he or she considers a purchase). The key idea is that “brands only retain their value if they are treated as something valuable”.
Participants of the meeting will have an opportunity to discuss these ideas with the expert and other professionals. Admission is free but subject to availability. Please confirm your participation by clicking here.