Millward Brown's three "secrets" for driving brand growth

Stephen Whiteside

Most marketers are focused on driving sales through channels like programmatic, social media and mobile.

But Nigel Hollis – EVP/Chief Global Analyst at research firm Millward Brown – warns that these practitioners are frequently at risk of neglecting the fundamentals of their craft. "I believe that many marketers have forgotten how brands actually make money," he said on a Warc Webinar.

"They focus too much on driving volume sales and not enough on building the positive brand attitudes that support those sales; they tend to assume that attitudes follow behaviour, and that a big brand is also a strong brand."