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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

Brutally
Honest

A brand that tells the truth, even when the truth hurts

unapologetically-transparent

Unapologetically
Transparent

A brand that is open and clear

constantly-consistent

Constantly
Consistent

A brand that reliably delivers what it promises

values-driven

Values
Driven

A brand that lives its principals

explicitly-moral

Explicitly
Moral

A brand consumers can count on to do the right thing

constantly-consistent

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...

trader-joes

Retail

paypal

Financial Services

netflix

Consumer
Technology

verizon

Telecom

heinz

CPG

disney

Travel

jackdaniels

Spirits

toyota

Automotive

cvs

Healthcare

underarmour

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.

shoppingcart

69%
of consumers would be
Likely to spend more money
on an authentic brand

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Our Perspectives on Brand Authenticity

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.

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Understanding Brand Authenticity’s Impact During a Crisis

As everything in our economy and our lives is re-shaped, so too are the connections brands and consumers create, and authenticity is one of the most important ways to create connections in the new normal.

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Enhancing Consumer Trust in Times of Crisis

There are key values in brand and strategic communications that enhance authenticity and trust, which are vital for brands to be strong both during and after a crisis.

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Deep Dive into the Key Pillars of Brand Authenticity

Our team shares key insights about which brands excelled in our Brand Authenticity Index as well as the factors that drive authenticity.

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The Journey to Brand Authenticity

HawkPartners’ recently set out to understand what factors drive authenticity and how brands connect with consumers in an authentic manner.  The result is HawkPartners’ Brand Authenticity Index.

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We know how to improve and enhance brand authenticity. Connect with Jesse Epstein and Joanna Landsvik.