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.
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.
How do brands weave authenticity into their identity, and why does it matter? Our panelists from The Ritz-Carlton, Pfizer, and Peloton discuss how brands communicate who they are and what they stand for during a recent ARF Insights Studio.
During a recent Advertising Research Foundation Pharma Council event, Robert Duboff moderated a discussion of how behavioral economics can provide greater insight into the COVID-19 patient journey.
Google’s announcement this week will impact almost any brand with a digital presence. Alex Ain comments on the impact of phasing out third-party cookies on the broader customer experience.
The strongest brands during the pandemic have been those that demonstrated their authentic empathy through their actions in a way that solidified their bond, not only with their target audiences, but also with the wider communities in which they operate.
An effective COVID trial strategy cannot be designed without first understanding the new COVID jury. By instead conducting focused research, trial communications can be optimized to resonate among the jury of now.
COVID-19 has upended existing customer engagement models, including the ways by which the healthcare industry interacts with healthcare professionals (HCPs). The most obvious change has been the accelerated adoption of video, tele-detailing and other digital channels that have dominated 2020. However, beyond these changes, what are some other global trends that have enhanced the HCP […]