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.
Explore Our Perspectives
HawkPartners consultants earn their professional reputations by questioning, exploring, strategizing and analyzing. Our people post, publish and speak on a wide variety of timely marketing and research-related topics. Browse our featured posts below or select by topic from archived blog and published items. Want to discuss anything you read? We welcome the conversation.
The strongest brands during the pandemic have been those that demonstrated their authentic empathy through their actions in a way that solidified their bond, not only with their target audiences, but also with the wider communities in which they operate.
Understanding your customers and investing in your marketing and brand strategy even in the face of economic constraints is both a business necessity and an opportunity.
Spotify, or any company who has undergone a recent acquisition, faces key decisions related to their brand management. Our team suggests three best practices to optimize a brand's portfolio, particularly when extending into new offerings.
B2B companies face a unique set of branding challenges, including sales-driven cultures and focus on short-term returns. Ray George shares solutions to addressing these obstacles and tips to guide branding strategy and tactics.
HawkPartners’ latest Marketing Leadership breakfast welcomed Paul Alexander, CMO of Eastern Bank, to share his experience and insights about building a mission-driven brand strategy.
Jonathan Hollenberg addresses how maintaining a brand’s reputation now requires upholding a brand’s values beyond just its employees.
What is it about the 15-year-old Geico ads that have enabled them to have such staying power? We explore three reasons their ad campaigns continue to stand out.
Routine brand check-ups can help avert a public colonoscopy – how KFC’s approach to brand health turned a chicken shortage into a branding case study for the ages.
Nike took a risk by using Colin Kaepernick in its recent “Just Do It” campaign. Will the forces that convinced Nike to make this bold move help the brand weather the sea of negative push back or will the naysayers break the brand that has been a staple since 1964?
Is your brand equipped to respond to a more socially engaged constituency? Chief Marketing Officers on a recent HawkPartners panel offer tips to guide your strategy and tactics.