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