As we recover from the trauma caused by the pandemic, many consumers find themselves in a state of shock. The HawkPartners 2021 Brand Authenticity Index™ provides an opportunity for brands to connect in new ways with consumers that are more engaged, connected, and open than before the pandemic began.
HawkPartners blends marketing strategy with market research to help leading global brands meet their toughest challenges.
Brand Authenticity—It’s More Than a Buzzword
During a recent Advertising Research Foundation event, HawkPartners shared the latest results from our Brand Authenticity Index™ and talked with panelists from Pfizer, Peloton, and The Ritz-Carlton about how they are building brand authenticity and creating genuine connections with their consumers.
New & Next
The emergency-use authorizations of COVID-19 vaccines are priming consumers for vaccine brand differentiation and presenting a novel marketing situation that tasks marketers with challenging master brand decisions.
How do brands weave authenticity into their identity, and why does it matter? Our panelists from The Ritz-Carlton, Pfizer, and Peloton discuss how brands communicate who they are and what they stand for during a recent ARF Insights Studio.
What’s your next big marketing challenge?
Whether your goal is growing awareness, influencing consumer interactions or earning long-term loyalty, the value of expert marketing research that leads to strategic action has never been higher. No matter where you are in your brand journey, HawkPartners marketing strategy and market research can help you:
Brand Authenticity Index™
What defines an authentic brand? Dive into the six key factors our research identified and see the top brands by industry.
Market Research Toolkit
Learn how advanced analytics, behavioral science, quantitative research and more can help solve tough challenges.
Behavioral Economics Toolkit
Learn how to incorporate behavioral economics into your marketing practices to better understand, and in some cases, influence non-rational factors affecting consumer behavior.