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 strategy-related topics. Browse our featured posts below or select by subject from the archived blog and published items. Want to discuss anything you read? We welcome the conversation.
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 play in consumers’ lives.
Today’s consumers demand more of the brands they support than ever before. Learn how to create valuable connections & increase your brand authenticity.
In a two-part series, we explore behavioral economic strategies & tactics to unlock consumer behavior relative to regaining control.
Message testing presents different forms of communication materials to leverage your brand’s communication strategy
What are the authentic stories pharma should be telling? What are the four pillars that serve as a foundation of authenticity for pharma? Our speakers from Pfizer and Merck answered these questions and shared their perspectives on the importance of authenticity.
Learn how to align personalization and data privacy efforts to optimize the customer experience.
Our team identifies how and why consumer behaviors are influenced by their need to regain rational and emotional control.
HawkPartners offers five examples to optimize public health communications materials
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.