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.
Google’s announcement this week will impact almost any brand with a digital presence. Alex Ain comments on the impact of phasing out third-party cookies on the broader customer experience.
Businesses have to get in front of - as opposed to adapt to - technological advances. 5G is no different. Here, we've outlined the state of the IoT and 5G boom and what the implications are for your business.
Alex Ain shares the three key practices that can differentiate a brand’s retail experience from its own online channels and those of direct competitors.
The recent launch of Adidas’ Futurecraft.loop demonstrated the impact of consumer desire to be part of changing the world, and how brands must adapt to this evolving landscape. Jesse Epstein explores how Adidas made sustainability THE customer experience.
How should brands meet the demand for sustainability without sacrificing customer experience?
Whether you’re starting from scratch, tweaking on the fly or updating entire interactions, designing a Customer Experience that works for customers and employees is incredibly challenging. Learn three tips for how to create a winning CX strategy that delights.
For many products, the “customer” is not an individual, but rather a family or household. Multi-user platforms are a way for brands to better meet the needs of multiple users within such accounts. Here are 5 ways to improve the multi-user experience.
Gaining a better understanding of your customer and increasing employee engagement have surpassed the traditional customer centricity model. If you truly are in touch with your customers’ needs and create a culture of passionate employees, the rest will follow.
Alex Ain uses chat bot user experience (UX) research to highlight the importance of incorporating brand across digital communication channels.
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.