Perspectives:

Books

Articles

Newsletters

Presentations

Whitepapers

articles

The HawkPartners team continues to provide thoughtful perspectives across a range of topics in order to keep our thinking fresh and to provide our clients relevant insight.

LEVERAGING CUSTOMER INSIGHTS FOR ENHANCED MARKETING ROI
Scott Wilkerson explains that when marketers and market researchers join forces, the result is more effective Marketing ROI measurement.

PATENT HOLDERS PREVAIL MORE OFTEN BEFORE A JURY
Nancy Neufer discusses the advantages patent holders have in intellectual property litigation and what litigators can do to prepare for trying a complex case in front of a jury.

7 TRAPS TO AVOID WHEN USING EXPERT WITNESSES
Nancy Neufer provides practical guidance on avoiding common pitfalls when selecting and using expert witnesses in high-stakes litigation trials.

SHARING THE DIALOG

CEO Robert Duboff provides guidance on how to more effectively market innovations by focusing not only on the product/service innovation, but also on the communications approach

BRAND TALES: HOW STORIES HELP EMPLOYEES DELIVER
THE BRAND PROMISE

Ray George explains how stories can help employees at all levels of the organization not only understand but also believe in and deliver on the brand promise

SCOPING THE JUROR'S HEAD - WHAT'S GOING ON IN THERE?
By Robert Duboff and Nancy Neufer
HawkPartners offer a perspective on how jury perceptions can be as important as actual evidence in reaching a verdict.

THE POLLS HAVE NO CLOTHES
by Robert Duboff
CEO Robert Duboff offers his perspective on the limitations of political polls in the wake of the recent Democratic primary poll results in New Hampshire.

THE WISDOM OF (EXPERT) CROWDS
by Robert Duboff
CEO Robert Duboff has authored an article in the September 2007 Harvard Business Review on the use of the Delphi technique, a powerful research methodology

DONALD TRUMP AND THE WWE
by Ray George
HawkPartners’ Personal Brand Perspective— Brand Conflict or Match Made in Heaven?

Super Bowl Ads Fell Flat
by Seth Sutel
An analysis of the 2007 Super Bowl ads from a marketer's perspective

Resisting Gravity
by Robert Duboff
Describes the danger of overemphasizing short-term marketing ROI at the expense of long-term opportunities.

the unused catalyst to growth
by Robert Duboff
Explains the criticality of market research to achieve 2006 strategic plans.

Litigation Lessons from the Vioxx Verdicts
by Nancy Neufer, Scott Berman, and Robert Duboff
Discusses the challenges faced by defendants in pharmaceutical products liability litigation and offers suggestions for developing persuasive jury communication strategies.

THE EMPORER'S RATING SYSTEM
by Robert Duboff
Outlines the shortcomings with the current Neilson rating system and its assessment of advertising impact.

Wanted. A New Type of Insurance Broker
by William Pitt
Discusses the success factors of repositioning in the context of 2004 Democratic National Convention and its impact on Boston.

CONVENTIONAL LESSONS
by Robert Duboff
Proposes ideas on how to improve commercial insurance broker effectiveness.

Insurers Need to Take a Risk
by William Pitt
A perspective on the need for the insurance industry to become better at promoting itself.

The Only Constant is Change
by Robert Duboff
Proposes an approach for businesses to plan with greater strategic anticipation.

Super Bowl ads: More fumbles than touchdowns
by Robert Duboff and Scott Berman
Describes the role of advertising in establishing or re-gaining stakeholder trust through greater consistency and candor.

THE REBIRTH OF ADVERTISING TO BUILD TRUST
by Robert Duboff
Describes the inefficiencies of taking a targeted message through a mass channel.

Trust as a Differentiator?
by Robert Duboff and Scott Berman
Ideas on ways in which companies can build and/or regain customer trust and loyalty.

Coordinating Consumer and Professional Advertising
by Scott Berman and Robert Duboff
Outlines an approach to gain better alignment between pharmaceutical DTC and professional campaigns.

Principled profitability: What is the true lesson?
by Robert Duboff and Jon Fay
Describes the important business impact of balancing principles with profits.

Employee Loyalty: A Key Link to Value Growth
by Robert Duboff and Carla Heaton
Highlights the correlation between employee loyalty and shareholder value with relevant case studies.

Searching for Storms
by Robert Duboff
Highlights the value of forward-looking strategic planning and proposes a practical approach to generate predictive insight.

Customized Customer Loyalty
by Robert Duboff and Lori Sherer
Highlights the importance of tailoring loyalty programs to ensure they generate appropriate value.

Perspectives:

articles

Super Bowl Ads Fell Flat by Seth Sutel An analysis of the 2007 Super Bowl ads from a marketer's perspective

Resisting Gravity by Robert Duboff Describes the danger of overemphasizing short-term marketing ROI at the expense of long-term opportunities.

the unused catalyst to growth by Robert Duboff Explains the criticality of market research to achieve 2006 strategic plans.

Litigation Lessons from the Vioxx Verdicts by Nancy Neufer, Scott Berman, and Robert Duboff Discusses the challenges faced by defendants in pharmaceutical products liability litigation and offers suggestions for developing persuasive jury communication strategies.

THE EMPORER'S RATING SYSTEM by Robert Duboff Outlines the shortcomings with the current Neilson rating system and its assessment of advertising impact.

Wanted. A New Type of Insurance Broker by William Pitt Discusses the success factors of repositioning in the context of 2004 Democratic National Convention and its impact on Boston.

CONVENTIONAL LESSONS by Robert Duboff Proposes ideas on how to improve commercial insurance broker effectiveness.

Insurers Need to Take a Risk by William Pitt A perspective on the need for the insurance industry to become better at promoting itself.

The Only Constant is Change by Robert Duboff Proposes an approach for businesses to plan with greater strategic anticipation.

Super Bowl ads: More fumbles than touchdowns by Robert Duboff and Scott Berman Describes the role of advertising in establishing or re-gaining stakeholder trust through greater consistency and candor.

THE REBIRTH OF ADVERTISING TO BUILD TRUST by Robert Duboff Describes the inefficiencies of taking a targeted message through a mass channel.

Trust as a Differentiator? by Robert Duboff and Scott Berman Ideas on ways in which companies can build and/or regain customer trust and loyalty.

Coordinating Consumer and Professional Advertising by Scott Berman and Robert Duboff Outlines an approach to gain better alignment between pharmaceutical DTC and professional campaigns.

Principled profitability: What is the true lesson? by Robert Duboff and Jon Fay Describes the important business impact of balancing principles with profits.

Employee Loyalty: A Key Link to Value Growth by Robert Duboff and Carla Heaton Highlights the correlation between employee loyalty and shareholder value with relevant case studies.

Searching for Storms by Robert Duboff Highlights the value of forward-looking strategic planning and proposes a practical approach to generate predictive insight.

Customized Customer Loyalty by Robert Duboff and Lori Sherer Highlights the importance of tailoring loyalty programs to ensure they generate appropriate value.