In addition to grounding themselves in their values and purpose, brands can better prepare to navigate unexpected roadblocks in today's politically charged environment.
Explore Our Perspectives
Alex Ain uses chat bot user experience (UX) research to highlight the importance of incorporating brand across digital communication channels.
Despite FIFA scandals, Russia and the failure of Team USA to qualify, the World Cup presents an unparalleled opportunity for brands to engage with fans worldwide.
“Sorry, not sorry” or an effective apology? Find out whether the recent apology ads from Wells Fargo, Uber and Facebook deliver.
Brands must balance near-term positioning with long-term requirements for growth. Learn how an elastic brand can do both.
Got grit? Five HawkPartners share their perspectives on the Greenbook Research Industry Trends (GRIT) report.
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.
Abbey Ahearn shares her vision on the (near-term) future of consumer healthcare. Pills with sensors, digital therapeutics for addiction, and AI for early cancer detection are just a few of the coming innovations.
HawkPartners reviewed over 30 of the most successful brand marketing campaigns in the past 20 years to identify four common practices that have helped iconic brands maintain their competitive advantage.