With our deep industry knowledge and knack for solving the toughest marketing challenges, we are poised to deliver actionable and executable plans that brands can activate.
We set out to better understand what factors drive authenticity and how brands connect with consumers in an authentic manner. Based on our analysis, we created HawkPartners’ Brand Authenticity Index to represent and measure the factors most critical for developing and maintaining authentic brands.
Developing the Brand Authenticity Index was a robust effort where we engaged with more than 6,000 American consumers to understand the factors most important to creating authenticity. We evaluated 100 brands across 10 industry categories. Based on this analysis, we created industry-specific algorithms to generate an overall Authenticity Score for each brand.
Our research determined that the following six key factors define an authentic brand.
A brand that tells the truth, even when the truth hurts
A brand that is open and clear
A brand that reliably delivers what it promises
A brand that lives its principals
A brand consumers can count on to do the right thing
A brand that is for someone like me
WE DEFINE AN
A brand that clearly communicates with consumers who it is and what it stands for. An authentic brand tells you what it believes in and lives up tothose values.
Our research found that 69 percent of consumers would be likely to spend more money on a brand they perceive to be authentic than a direct competitor that was not perceived as authentic.
of consumers would be
Likely to spend more money
on an authentic brand
As everything in our economy and our lives is re-shaped, so too are the connections brands and consumers create, and authenticity is one of the most important ways to create connections in the new normal.Read More
Our team shares key insights about which brands excelled in our Brand Authenticity Index as well as the factors that drive authenticity.Read More
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