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?
Brands are not optional – whether and how you choose to manage them is. With the internet and social media, customers have an unprecedented ability to learn about your brand and form opinions before they ever visit your website or step foot in your store. HawkPartners consultants work with you to develop compelling brand strategies that align with your business’s values and resonate with your customers. Read our perspectives to learn more about our views and dive deep into understanding how you can unlock your brand’s value to communicate to your consumers. For more, explore what we offer in our branding services.
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.
In addition to grounding themselves in their values and purpose, brands can better prepare to navigate unexpected roadblocks in today's politically charged environment.
Alex Ain uses chat bot user experience (UX) research to highlight the importance of incorporating brand across digital communication channels.
Despite FIFA scandals, Russia and the failure of Team USA to qualify, the World Cup presents an unparalleled opportunity for brands to engage with fans worldwide.
“Sorry, not sorry” or an effective apology? Find out whether the recent apology ads from Wells Fargo, Uber and Facebook deliver.
Brands must balance near-term positioning with long-term requirements for growth. Learn how an elastic brand can do both.
As brands across industries focus on differentiation through unique customer experiences, the evolving personal fitness landscape shows how SoulCycle, Flywheel and Peloton are capitalizing on different emotional connections to attract and retain loyal customers.
Bringing a brand strategy to life requires authenticity, particularly when your audiences face an increasingly uncertain environment