Get Nigel’s Opinion

I started my market research career at the Foods Division of Cadbury Schweppes. As I noted in my sec...

 In 2012, the Apple iPhone had an 18% share of global smartphone shipments. Ten years later, sa...

 In June 2007 Apple launched the iPhone. Despite initial criticism, the iPhone changed the way ...

I recently found an academic paper that suggests advertising raises the willingness to buy a brand a...

The objective of marketing is to make it easier for people to choose the marketed brand. The basic r...

A paper which starts with the statement, "Advertising often aims at creating and reinforcing brand d...

Over the last few years I have compiled this list of 10 actions that will help drive profitable mark...

In a previous post I detailed why I think that the basic recipe for marketing success needs to be ea...

A new study by Abhi Bhattacharya, Neil A. Morgan and Lopo L. Rego reported in the Journal of Marketi...

I think the Double Jeopardy empirical generalization is too often used to justify a simplistic recip...

In boxing a one-two punch typically describes two blows, one from each hand, in quick succession. Bu...

I believe that a brand's greatest asset is its ability to command the price it chooses, not one that...

Growing penetration is the main growth driver available to marketers, but unless that growth is achi...

The true value of a brand is defined not just by how much its products or services get sold, but als...