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.
Marketers currently face a daunting paradox: 91% of US consumers say they are more likely to shop with brands that provide personalized offers and recommendations; meanwhile, 81% of respondents say the potential risks of data collection by companies outweigh the benefits. In our recent webinar with ARF, we uncovered how marketers can align personalization and […]
Our team identifies how and why consumer behaviors are influenced by their need to regain rational and emotional control.
On a Zoom with colleagues the other day, someone mentioned, “a year and a half ago, when we went into lockdown…” Has it really been that long? Apparently, it has been even longer. And for just about that entire time, we have seen valid criticisms of public health communications on the pandemic. Preparing for the […]
As we recover from the trauma caused by the pandemic, many consumers find themselves in a state of shock. The HawkPartners 2021 Brand Authenticity Index™ provides an opportunity for brands to connect in new ways with consumers that are more engaged, connected, and open than before the pandemic began.
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.
The Chauvin jury trial is taking place against the backdrop of a national discussion about a divisive cultural issue – namely, the issues of race and policing in the United States. These pre-existing views bring unique challenges in selecting and connecting with a jury.