HawkPartners knows how to improve and enhance brand authenticity.
With our deep industry knowledge and knack for solving the toughest marketing challenges, we are poised to deliver actionable and executable plans that brands can activate.
We set out to better understand what factors drive authenticity and how brands connect with consumers in an authentic manner. Based on our analysis, we created HawkPartners’ Brand Authenticity Index to represent and measure the factors most critical for developing and maintaining authentic brands.
Methodology
Developing the Brand Authenticity Index was a robust effort where we engaged with more than 6,000 American consumers to understand the factors most important to creating authenticity. We evaluated 100 brands across 10 industry categories. Based on this analysis, we created industry-specific algorithms to generate an overall Authenticity Score for each brand.
- 6000+ consumers
- 100 brands
- 10 industry categories
The Results
Our research determined that the following six key factors define an authentic brand.
Brutally
Honest
A brand that tells the truth, even when the truth hurts
Unapologetically
Transparent
A brand that is open and clear
Constantly
Consistent
A brand that reliably delivers what it promises
Values
Driven
A brand that lives its principals
Explicitly
Moral
A brand consumers can count on to do the right thing
An Expression
of Who I Am
A brand that is for someone like me
WE DEFINE AN
au · then · tic brand as...
A brand that clearly communicates with consumers who it is and what it stands for. An authentic brand tells you what it believes in and lives up tothose values.
Top brands in key industries are...
Retail
Financial Services
Consumer
Technology
Telecom
CPG
Travel
Spirits
Automotive
Healthcare
Apparel
Authenticity is not only a buzzword, but a true driver of how consumers are making purchase decisions.
Our research found that 69 percent of consumers would be likely to spend more money on a brand they perceive to be authentic than a direct competitor that was not perceived as authentic.
69%
of consumers would be
Likely to spend more money
on an authentic brand
Our Perspectives on Brand Authenticity
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.
Read More
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 play in consumers’ lives.
Read More
6 Factors That Make a Brand Authentic
Today’s consumers demand more of the brands they support than ever before. Learn how to create valuable connections & increase your brand authenticity.
Read More
The Importance of Brand Authenticity in Pharma
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.
Read More
Brand Authenticity: How We Got Here and Where We’re Going
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.
Read MoreWe know how to improve and enhance brand authenticity. Connect with Jesse Epstein and Joanna Landsvik.
