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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