Perspectives:

Books

Articles

Newsletters

Presentations

Whitepapers

Workshops

White Papers

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.

The CMO is Only Part of the Problem: Marketing Effectiveness Requires a Team Effort (PDF)
by Rob Duboff
Tackles the issue of CMO short tenures, suggesting a team approach to increase marketing effectiveness and long term impact.

the top 10 pitfalls of brand assimilation
by Ray George
Outlines the typical mistakes to avoid when building brand understanding and advocacy within an organization.

getting the brand dosage right in a post-merger integration
by Ray George and Christian Dorffer
Highlights the importance of brand integration as a part of mergers between healthcare companies and suggestions on how to approach this successfully.

pulling the hidden lever – how brands help address business issues
by Ray George
Describes the role of brand in facilitating mergers and acquisitions, organizational transformations and globalization.

delivering on your brand promise across all customer touchpoints
by Ray George
Outlines how companies can approach building a more consistent experience across all the critical points of interaction with their customers.

branding to high net worth investors – treat the individual like an institution
by Ray George
Proposes a more targeted approach to brand building with high net worth investors that recognizes their diverse goals.

the case for corporate brands
by Ray George
Describes the potential of leveraging your corporate brand in a way that is relevant to customers while minimizing risk to your brand portfolio.

Branding in the “sindustry”
by Ray George
Highlights how brands are built and managed in such industries as alcohol, tobacco and gambling.

how discounting damages hotel brands
by Ray George
Outlines the risks of discounting to hotel brands and suggests alternative ways to build brand relevance and loyalty.

when some parts become greater than the whole: fueling growth through ingredient branding
by Ray George
Describes why ingredient branding works, and how to approach these types of efforts. Also includes an interview with Advertising Express magazine.

Perspectives:

White Papers

The CMO is Only Part of the Problem: Marketing Effectiveness Requires a Team Effort (PDF) by Rob Duboff Tackles the issue of CMO short tenures, suggesting a team approach to increase marketing effectiveness and long term impact.

the top 10 pitfalls of brand assimilation by Ray George Outlines the typical mistakes to avoid when building brand understanding and advocacy within an organization.

getting the brand dosage right in a post-merger integration by Ray George and Christian Dorffer Highlights the importance of brand integration as a part of mergers between healthcare companies and suggestions on how to approach this successfully.

pulling the hidden lever – how brands help address business issues by Ray George Describes the role of brand in facilitating mergers and acquisitions, organizational transformations and globalization.

delivering on your brand promise across all customer touchpoints by Ray George Outlines how companies can approach building a more consistent experience across all the critical points of interaction with their customers.

branding to high net worth investors – treat the individual like an institution by Ray George Proposes a more targeted approach to brand building with high net worth investors that recognizes their diverse goals.

the case for corporate brands by Ray George Describes the potential of leveraging your corporate brand in a way that is relevant to customers while minimizing risk to your brand portfolio.

Branding in the “sindustry” by Ray George Highlights how brands are built and managed in such industries as alcohol, tobacco and gambling.

how discounting damages hotel brands by Ray George Outlines the risks of discounting to hotel brands and suggests alternative ways to build brand relevance and loyalty.

when some parts become greater than the whole: fueling growth through ingredient branding by Ray George Describes why ingredient branding works, and how to approach these types of efforts. Also includes an interview with Advertising Express magazine.

The CMO is Only Part of the Problem: Marketing Effectiveness Requires a Team Effort (PDF)
by Rob Duboff
Tackles the issue of CMO short tenures, suggesting a team approach to increase marketing effectiveness and long term impact.

the top 10 pitfalls of brand assimilation
by Ray George
Outlines the typical mistakes to avoid when building brand understanding and advocacy within an organization.

getting the brand dosage right in a post-merger integration
by Ray George and Christian Dorffer
Highlights the importance of brand integration as a part of mergers between healthcare companies and suggestions on how to approach this successfully.

pulling the hidden lever – how brands help address business issues
by Ray George
Describes the role of brand in facilitating mergers and acquisitions, organizational transformations and globalization.

delivering on your brand promise across all customer touchpoints
by Ray George
Outlines how companies can approach building a more consistent experience across all the critical points of interaction with their customers.

branding to high net worth investors – treat the individual like an institution
by Ray George
Proposes a more targeted approach to brand building with high net worth investors that recognizes their diverse goals.

the case for corporate brands
by Ray George
Describes the potential of leveraging your corporate brand in a way that is relevant to customers while minimizing risk to your brand portfolio.

Branding in the “sindustry”
by Ray George
Highlights how brands are built and managed in such industries as alcohol, tobacco and gambling.

how discounting damages hotel brands
by Ray George
Outlines the risks of discounting to hotel brands and suggests alternative ways to build brand relevance and loyalty.

when some parts become greater than the whole: fueling growth through ingredient branding
by Ray George
Describes why ingredient branding works, and how to approach these types of efforts. Also includes an interview with Advertising Express magazine.