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This is the logo for HawkPartners' Brand Authenticity Index.

HawkPartners knows how to improve and enhance brand authenticity.

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.

Methodology

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.

  • 6000+ consumers
  • 100 brands
  • 10 industry categories

The Results

Our research determined that the following six key factors define an authentic brand.

This is an icon of two individuals shaking hands. It is a metaphor for brands that are honest and tell the truth, even if it negatively impacts their bottom line.

Brutally
Honest

A brand that tells the truth, even when the truth hurts

This is an icon of a magnifying glass over an eye. It is a metaphor for brands that are transparent, open, and clear with the consumers and clients.

Unapologetically
Transparent

A brand that is open and clear

This is an icon of two arrows pointing to each other creating a circle. It is a metaphor for brands that are consistent, reliably delivering on what they promise.

Constantly
Consistent

A brand that reliably delivers what it promises

This is an icon of an individual holding scales with a check mark and an X. It is a metaphor for brands that a value-driven, recognizing priniciples of right and wrong.

Values
Driven

A brand that lives its principals

This is an icon of a hand being raised. It is a metaphor for brands that act in moral ways.

Explicitly
Moral

A brand consumers can count on to do the right thing

This is an icon of two arrows pointing to each other creating a circle. It is a metaphor for brands that are consistent, reliably delivering on what they promise.

An Expression
of Who I Am

A brand that is for someone like me

WE DEFINE AN

au · then · tic brand as...

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.

Top brands in key industries are...

This is the company logo of Trader Joes.

Retail

This is the company logo of Paypal.

Financial Services

This is the company logo of Netflix.

Consumer
Technology

This is the company logo of Verizon.

Telecom

This is the company logo of Heinz.

CPG

This is the company logo of Disney.

Travel

This is the company logo of Jack Daniel's.

Spirits

This is the company logo of Toyota.

Automotive

This is the company logo of CVS.

Healthcare

This is the company logo of Under Armour.

Apparel

Authenticity is not only a buzzword, but a true driver of how consumers are making purchase decisions.

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.

This is an icon of a shopping cart. This is a metaphor that indicates consumers are more likely to spend more money on authentic brands.

69%
of consumers would be
Likely to spend more money
on an authentic brand

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Our Perspectives on Brand Authenticity

Understanding Brand Authenticity’s Impact During a Crisis

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.

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This is a graphic showing brand authenticity and ways to enhance consumer trust.

Enhancing Consumer Trust in Times of Crisis

There are key values in brand and strategic communications that enhance authenticity and trust, which are vital for brands to be strong both during and after a crisis.

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Pictured: Six key factors of brand authenticity. These include being brutally honest, unapologetically transparent, constantly consistent, values-driven, explicitly moral, and an expression of who I am.

Deep Dive into the Key Pillars of Brand Authenticity

Our team shares key insights about which brands excelled in our Brand Authenticity Index as well as the factors that drive authenticity.

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The Journey to Brand Authenticity

HawkPartners’ recently set out to understand what factors drive authenticity and how brands connect with consumers in an authentic manner.  The result is HawkPartners’ Brand Authenticity Index.

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We know how to improve and enhance brand authenticity. Connect with Jesse Epstein and Joanna Landsvik.

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