Brands, contradictions and driving growth

Stephen Whiteside

Nigel Hollis, EVP/Chief Global Analyst at Millward Brown, has some "apparently contradictory" insights to share about brands.

"On the one hand, they are hugely valuable. But, on the other hand, the people that buy those brands seem to care very little about them," he told an audience on a recent Warc Webinar.

Hard numbers can help contextualise this paradox:

  • Research from Havas – featuring 300,000 people in 34 countries – showed that consumers would "not care" if 74% of brands disappeared.
  • The net worth of the 100 most valuable global brands, per Millward Brown's latest BrandZ study, climbed by 126% to $3.3 trillion between 2006 and 2015.