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.
Former HawkPartner Allison Yarborough reflects on her learnings as the B2B Product Marketing Manager at Off the Grid, a startup who has found its niche in the food truck scene.
Netflix demonstrates the complexity brands face when defining competitive context, especially in markets where competitive categories continue to evolve.
Two HawkPartners' Team Members – one Millennial and the other a Gen-X'er – share their stories of how they adopted Venmo and use it today. The implication for Marketers: a one-size fits all strategy may fall short.
Bike and e-scooter leaders' methods for gaining market share offer lessons on how companies in other industries can drive product adoption in an increasingly competitive category.
When you need a future outlook on key trends or breakthrough ideas, Innovation Panels<sup>™</sup> may be your go-to research tool
Marketers and market researchers should collaborate to improve ROI measurement