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.