Interview InterviewNOVIEMBRE 2014

Purpose, Alignment & Corporate Brand

Nigel Hollis (Millward Brown) talks about some of the main ideas of his book «Brand Premium»

Nigel Hollis, Chief Global Analyst at Millward Brown, presents some of the main ideas collected in his recently published book Brand Premium, How Smart Brands Make More Money. In order to be premium, a brand should be meaningful, different and salient.

A meaningful brand satisfies customers' needs and is more attractive than other brands. A different brand should set the trends, encouraging a customer to be willing to pay more. And in order to be salient, a brand should be the first that springs to mind. The main idea here is that «brands only preserve their value if they are treated as something valuable».