Video: ‘Meaningful’ brands, differentiation and price premiums – Nigel Hollis, Millward Brown

Video: Nigel Hollis, chief global analyst at Millward Brown and author of Brand Premium: How Smart Brands Make More Money, chats to MarketingTV about what it means for brands to be meaningful, and why purpose drives strong brands.

Discussions points in this six-minute video:

  • What ‘meaning’ means in relation to brands,
  • why it is a powerful differentiator, and
  • how it can support price premiums.



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