Perspectives > Articles
HawkPartners perspectives on our work and positioning clients for success
Every day our Partners support clients through smart, actionable customer insights, brand strategy and growth strategy work. And because the marketing landscape keeps shifting, we never stop learning, refining our thinking and exploring what’s next.
Browse our articles to see what’s on our minds — and what we believe innovative brands can do to get ahead and stay there.
All Articles
-
A New Marketing Prism
Discover how time perspective—past, present, and future thinking—offers marketers a powerful new lens for segmentation and targeting beyond demographics.
-
From Trailblazer to Portfolio Leader: What a Decade of Brand Growth Can Teach Us
Sustaining brand leadership requires more than a strong launch. Explore how evolving insights, shifting audiences, and deliberate strategy enable biopharma brands to grow from single products into enduring portfolios.
-
The Experience Gap: Challenges & Opportunities for Consumer Banks
Consumer banks are navigating an “experience gap” driven by embedded finance, evolving customer expectations, and hybrid service models, creating both risk and opportunity for institutions willing to rethink how they…
-
Culture at Our Core: Reflections on 20 Years at HawkPartners
A reflection on 20 years at HawkPartners and how culture, adaptability, and engagement have driven lasting growth.
-
Super Bowl LX: Why Simple Stories Outperformed Celebrity Hype
Super Bowl LX showed that simple, human stories still beat celebrity‑driven ads, with emotional clarity and authenticity leading the way.
-
The Science of Brand Strategy: Analytic Tools for Confident Decision-Making
While brand strategy can feel like an art, the best brand strategies tend to have quite a bit of science behind them. There are a variety of quantitative tools that…
-
Set and Stay the Course for Launch Success
Discover how anchoring launch planning in customer insights drives strategic focus and mobilization success.
-
Is your Brand Ready for the AI-Powered Gen Z Consumer?
Gen Z is reshaping decision-making and shopping behaviors through AI, while many brands remain focused on traditional channels, missing the fast-evolving customer journey.
-
Understanding Levels of Acculturation in the Hispanic Community
HawkPartners assesses level of acculturation through a series of scaled questions which can be used both in qualitative and quantitative research screening.
-
Building A Better Moat: Brand as Strategic Defense
Katia Kreft explains why brands should focus on building a “brand moat” as a strategic defense, by consistently delivering distinctive, trusted experiences that resonate with customers.
-
Best Practices in Conducting Effective Oncology Research Today
By using creative approaches to oncology research challenges, we help clients better leverage insights to drive strategy and growth.
-
Lessons from the Past on Marketing into Uncertainty – Through a Behavioral Economics Lens
As we find ourselves in another period of uncertainty, it’s crucial to revisit lessons from the past. We share how consumer behavior shifts during turbulent times, highlighting the importance of…