Marketing Trends
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A New Marketing Prism
Discover how time perspective—past, present, and future thinking—offers marketers a powerful new lens for segmentation and targeting beyond demographics.
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The Experience Gap: Challenges & Opportunities for Consumer Banks
Consumer banks are navigating an “experience gap” driven by embedded finance, evolving customer expectations, and hybrid service models, creating both risk and opportunity for institutions willing to rethink how they…
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Super Bowl LX: Why Simple Stories Outperformed Celebrity Hype
Super Bowl LX showed that simple, human stories still beat celebrity‑driven ads, with emotional clarity and authenticity leading the way.
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Super Bowl LIX: Evaluating Ads Through the Lens of Message Resonance
Our team evaluated this year’s ads against our Message Resonance Building Blocks to determine those that are going to be the most effective at generating deep, meaningful and lasting brand…
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Your Message Matters: Leaving an Impression that Resonates
Our research has shown that audiences care more than ever about what brands say. Consumers have higher expectations, stronger fact-checking abilities, and a willingness to exchange their loyalty and business…
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Verdicts on Super Bowl LVIII Ads: Too many celebrities; too little to celebrate
This year’s slate was unique, with the most celebrities ever, replete with directions to websites to explain or show more than the ads themselves. As my reference point, I like…
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On the Hunt for Strong Strategy & Better Value: Takeaways from Fierce JPM Week Conference
HawkPartners shares trends shaping the landscape of biopharma and healthcare, and explains how these trends can enhance your brand strategy.
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Trust Us- Reading this Post Will Improve Your Business
HawkPartners highlights the positive effects of building trust, the negative consequences of losing trust, and the three essential cornerstones of trust: credibility, competence, and connection. Learn how these cornerstones inform…
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2022 Brand Authenticity Index™
Building Authentic Connections During Unpredictable Times We’ve turned a page. Now that we are past the acute phase of the pandemic, what once seemed like a New Normal is starting…
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Consumers are Now Shaping the Narrative of Brands: Using Brand Authenticity to Keep Brands Relevant in a Rapidly Evolving World
Leveraging the pillars of Brand Authenticity can be used to measure if your marketing strategies now reflect the narratives of consumers.
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Delivering a Personalized Experience Without Triggering Concerns About Consumer Privacy
6 consumer insights show how brands should cater to consumer needs when optimizing their personalization strategies and tactics.
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It May Be The Right Thing To Do, But Is It Authentic?
Brands responding to social issues need to assess whether their decision will be seen as authentic to who the brand is, what it stands for, and the role it can…