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.
Jury Persuasion Takes on Different Dimensions (PDF)
For defendants, complex litigation necessitates that the story be effective in the first case to go to trial as well as those that follow. |
Cutting Research to Save Money May Be Pound-foolish (PDF)
Nancy Neufer advocates future savings by taking the time and money to do good pretrial jury research. |
New Products/Services – It’s the Singer and the Song (PDF)
HawkPartners CEO Rob Duboff authored an article for Marketing Management magazine in February 2010 that outlines the importance of effective communications and coordination for new product launches. |
Understanding Customer Value To Make Segmentation Pay (PDF)
Scott Wilkerson recently authored a thought piece in the MRA's Alert! Magazine on how to incorporate customer value metrics into segmentation to make it more actionable for Marketers. |
IN CASE TURNING ON FINANCIAL ILLS, A SEARCH FOR JURORS
Rob Duboff is quoted in a New York Times article on the trial of two former Bear Stearns executives, commenting on the jury selection process given the impact of Wall Street turmoil and widespread distrust of financial institutions. |
TAKING THE LONG VIEW (PDF)
Rob Duboff describes the importance of long term marketing measurement, as well as the four key elements of a measurement plan, in the May/June 2009 issue of Marketing Management. |
LEVERAGING MARKET RESEARCH FOR ENHANCED MARKETING ROI (PDF)
Scott Wilkerson highlights that when pharmaceutical marketers and market researchers join forces, the result is more effective Marketing ROI measurement |
THE LAST ACT OF A GREAT CEO (PDF)
Rob Duboff and Thomas Friel authored an article in Harvard Business Review on facilitating corporate executive transitions by tapping into the knowledge of predecessors. |
WHY GM/CHRYSLER IS A 'NON-STARTER' (PDF)
Tony Gallo provides his perspective on the challenges and opportunities of a potential merger between GM and Chrysler, particularly within the context of the failing economy and a proposed government bailout of the auto industry. |
The Human Elements of Persuasion (PDF)
Nancy Neufer and Rob Duboff share anecdotes from their research experience to illustrate the challenges faced by intellectual property litigators who must present technical evidence while still taking care to address the human elements of the story that concern jurors. |
The Show Business of Litigation (PDF)
Rob Duboff and Nancy Neufer describe the role of the trial attorney as a performer and the importance of connecting with jurors on an emotional level, an element of jury persuasion that is critical for litigators who want to win. |
Would the Entwistle defense have worked
with a different jury? (PDF)
Rob Duboff and Nancy Neufer review the strategic jury selection approaches that might have led to a different outcome in a criminal murder trial. |
Assess early the ‘background noises’ (PDF)
Nancy Neufer and Scott Berman discuss the importance, particularly for corporate defendants, of assessing the background issues that may influence jurors’ perceptions in the courtroom. |
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. |
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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. |
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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 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. |
