We think about brands and their impact on business…all day, every day. About the issues, the trends, the opportunities. About how the world is changing and what it takes for clients to succeed.
Naming a product or organization can be surprisingly difficult. It’s also a great opportunity to evoke emotion, memorability and positive associations for your brand. It sometimes seems as if names are generated randomly in a process using a blindfold and a dart board—nice-sounding syllables jammed together with no real intent. Pop quiz: What are these? […]
While consumer brands can lean on the experiences their products deliver to tell their story, services firms don’t have that luxury. They must build their reputation on expertise and relationships. The way forward isn’t found in flashy campaigns or clever taglines—the creation of a successful professional services brand comes from understanding, and addressing, what truly drives client decisions.
Your brand. My reputation. My reputation. Your brand. In late October, David and I got to talking. Despite one of us living in a Blue state and the other living in a Purple state (with not near enough electoral votes to be a swing state), we were seeing similar things. It was the time of […]
We live in the age of the listicle—short, consumable bits of information served up through our apps. In that context, how do marketers build an enduring brand narrative?
Our brand consultancy, Tenet Partners, is in the intellectual property business. Clients hire us for our original thinking and creativity—our distinctive expertise, developed over decades of award-winning work for some of the world’s most prestigious brands.
When our client EMC Insurance told us early on that they wanted to include unique “experiences” for employees at the brand launch event, we were not only energized by the team’s vision but also excited at the prospect of what we could ultimately create.
Credit unions—by definition member-owned, not-for-profit organizations—are charter-bound to put the interests of customers and communities first. That’s an extraordinarily powerful promise that goes far beyond mere marketing. For customers, knowing that a financial institution is truly on your side and looking out for you is a compelling value proposition that, arguably, should be a cornerstone […]
Whether to rebrand is not a decision to be made lightly. Factors such as if your brand is setting you up for success, how much equity your brand has and if you have permission from target audiences to change all come into play. But one element that often gets overlooked are the real, tangible costs associated with introducing and maintaining a new brand. For a new company, these are simply the cost of doing business. In the case of a rebrand, however, you need to consider whether you can fully support a new brand. If not, now may not be the time for a big change.
The aerospace industry, long dominated by established players with proprietary systems, is facing an unprecedented shift. New entrants from Silicon Valley are rewriting the rules of the game, leveraging open architectures and open-source models to drive innovation and disrupt traditional aerospace brands. This transformation isn’t just technological—it’s existential, forcing aerospace brands to rethink how they operate and differentiate themselves in an increasingly open and collaborative environment.
What is data tolerance™, you might ask? At its most simple, it is the type and amount of data required to facilitate decision-making within an organization. And it differs for every organization.
An iconic name is a tremendous asset, but it can also create a real challenge when the company that bears it needs to turn the page.
“Data science” is a term unfamiliar to most marketers. I believe it should—and will—be given more attention because in my view it can be a true game-changer. This highly evolved form of analytics can, if employed properly, open the door to new actions that optimize the return on brand investment.
There was much to keep our attention during this election season. As a result, I found my professional role as a brand strategist inserting itself into my personal role as a voter.
Uncertainty = Opportunity: How top brands build resilience in the face of massive instability
As your brand weighs short- and long-term strategies, here are five critical actions that can guide you through the rest of this year and beyond.
Showing genuine consideration in a time of crisis.
The case for brand investment is more compelling than ever. Long-term payoffs await companies that invest heavily in building their brand early on.
Grappling with the role of environmentalism is not a new struggle for brands. Two top brands highlight different approaches to addressing the challenge.
It should come as no surprise that innovation has become a top priority for corporations, start-ups and enterprises of all types and sizes. The degree of innovation, the playing fields where it takes place and even its very definition — all have all grown and diversified exponentially in recent years.
Rise of the Powerhouse: The hidden value of corporate brands
In today’s era of sophisticated data capture, behavior tracking, connected devices, social platforms and sensor-enabled products, data represents a new “natural resource” that nearly every company already possesses in one form or another. The question is this--How can organizations leverage this valuable data resource in order to support and amplify a culture of innovation?
Tenet Partners, a leading branding and innovation firm, recently released its 2019 Top 100 Most Powerful Brands report. BrandPower is a weighted composite of Familiarity and Favorability metrics, delivering a single metric of brand strength and its ability to impact business results. This metric, expressed as an index, has been validated by the Marketing Accountability Standards Board (MASB) and tracked for over 25 years.
Innovation is the fuel that propels the most successful companies forward. However, innovation is not an easy endeavor for companies to take on.
The way customers experience brands from end to end is more important than ever. But what’s the best way to craft an experience that’s unique?
Messaging defines the point we’re trying to get across, whether it’s an individual engaged in casual conversation, a political leader making a speech, or a company telegraphing the value of its brand.
Creating a new brand is, more often than not, a very complex undertaking.
Well-planned and longitudinal employee engagement programs rooted in a company’s brand are powerful and proven ways to inform and engage a company’s employees about their brand’s values.
We look closely at what’s driving innovation in today’s marketplace and the opportunities that the trends represent.
Technology companies with an eye on the long-term health of their businesses are set to aggressively change the way their products and services work.
It’s clear to us that the risk inherent in launching new products hasn’t gone away. Or even been greatly diminished. What has changed is the source of that risk and the way companies have chosen to contend with it over time.
Brand innovation ignites growth. How the 2017 strongest brands climb their way to success.
We all know the adage — The only thing that is constant is change. But how will you use it to your advantage? Will you lead that change or will it lead you? In our white paper “Changing the retirement conversation,” Tenet Partners takes a close look at how customer expectations, technology and the customer […]
A changing workplace requires a shift in the way the workforce is managed, evaluated, and hired. Many of the tools human resource departments used in the past are now inadequate to keep pace with current purposes.
We are honored to capture the top spot on Clutch’s coveted list of the best New York City branding agencies of 2017. The recognition from Clutch, a B2B research firm, illustrates the tremendous talent of our team who have over 40 years of branding experience and a strong track record of delivering high-quality results.
What differentiates a company from its competitors? It is a promise like no other. That is what lies at the heart of a brand. It is the culmination of distinct experiences delivered to customers, employees, and stakeholders.
As Design Thinking continues to change how innovation is achieved by many product and service providers worldwide, the traditional tools and techniques for capturing and incorporating the voice of the consumer are in much need of reshaping as well.
Your company’s brand is the window of opportunity to link the internal and external sides of your business to impact the bottom line. In practice, it is the sum of the distinctive experiences your company delivers to your customers, prospects, media, investors, employees and other key audiences.
Volume I: The Tenet Take 5 series Brands play an irrevocable role in our daily lives. As business leaders, we strive to create brands that drive value, deliver bottom-line results, and impact the communities in which we live and work. As consumers, we gravitate to brands that foster positive experiences, engage with us on a […]
Unfortunately, mergers aren’t always successful. History – and a recent study reveal that cultural misalignment put the failure rate of mergers at 83%. Before the merger papers are signed, here are five tips to help you make sure your acquisition will be smoothly integrated into your business.
HR teams are redefining their employee review process through new technology. These five tips can help you make the most of technology to enhance your employee review process.
Recruiting the best candidates is key for growing your business successfully. To find the right employees for your business, take a more brand-aligned approach to recruitment. These five tips can help you attract the best candidates to your organization.
Before you can expect employees to live your brand, they need to understand what makes your brand unique. These five tips can help you drive your business strategy by educating employees on your brand.
Nearly one-third of Americans form their view of a company’s brand based on their interactions with company’s employees. That means employee’s attitudes and performance can impact a purchasing decision, which can affect a company’s stock price. Here are five tips to consider when calculating the return on your investment in your human capital.
Recognizing and rewarding your employees is paramount to creating a loyal and inspired workforce. While you may be both recognizing and rewarding your employees, are you managing your program in a way that supports your overall business strategy and conveys your company’s brand values? To create a recognition and rewards program that will help to reinforce your brand strategy, here are our five tips.
Why it is so important to understand what factors make up your brand’s DNA.
Wells Fargo stood apart as being one of the few financial services brands NOT tarred by accusations of the questionable lending practices that ultimately doomed some financial services brands. But oh, how the mighty have fallen!
When employees are engaged they want to go the extra mile for their organization. It occurs when employees feel a sense of connectedness, belonging to, and responsibility for an organization’s success. They care about the organization’s future and the future of those within it. To engage employees, a deeper understanding of human nature is needed. These five tips can help you bring inspiration and drive to your workforce.
Today we announced our strategic investment in Verv Innovation, LLC. Just like the companies and brands we serve, in order to keep pace in today’s digitally driven market, we must also evolve to meet industry demands and customer expectations.
Digital transformation brings digital products and platforms front and center in helping to achieve business goals with a focus on marketing activities and improving overall customer experiences. From digital marketing, mobile apps, websites, and analytics, digital experiences are more important than ever when looking to acquire and retain customers. Here are our five tips to enable digital transformation at your organization, with a focus on people first.
When it comes to creating a memorable brand experience, every touchpoint throughout the customer journey is crucial.
It’s 2008; I’m living in Canary Wharf, London’s version of Wall Street. One morning, on my way to work, I walked past Lehman Brothers. On the streets I saw men standing, boxes in hand, people turning, staring. What had they done?
The customer experience framework revolves around customers and their experiences with the brand. It’s an outside-in approach that leverages external inputs to generate solutions based on customer needs and preferences, rather than on the company’s organizational structure or other internal factors.
By integrating the Nintendo digital characters with a real-world view that uses our phone’s location tracking and camera capabilities, Nintendo has managed to extend the success of Pokémon into a second decade with Pokémon Go.
Watching the most recent TV ad for Sprint with Paul the “can you hear me now?” guy from Verizon was odd, along with the message he was carrying.
5 Questions with Jim Gregory, Tenet Partners Chairman and Contributing Author.
As a customer, relying solely on ratings to avoid the possible chance of disappointment, I believe we’re missing out on a great deal of new experiences and opportunities.
Learn about four ways in which you can take advantage of the opportunity paid social presents to take your marketing to the next level.
Disruption and innovation have become cornerstones of competitiveness. To drive change and discover new opportunities, brands must have a clear definition and purpose.
People are making choices about the brands they want to be associated with based on how they view the world; buying from particular brands holds meaning for them.
5 ways the branding landscape has evolved in 2015, and what these changes will mean for marketers in the year ahead.
Chipotle continues to face serious reputation issues tied to the outbreak of strains of salmonella and E. coli. Here are a few reputational ingredients the company must adhere to in order to rebound.
Activision Blizzard’s acquisition of King Digital is worthy of discussion in regards to how they’ll blend their complementary brand strengths.
General Electric, has been working to change its brand image from that of a large, industrial manufacturer, to being a brand that is at the forefront of innovation and technology
As with humans, it is important for brands to know what behaviors are socially acceptable.
It’s that time of year again, where The Hess Truck is back for its 51st year. With only 10 mall kiosks and a website to share their latest model with, how will the Hess Truck be received? Will the customer experience be just as enjoyable? Will their Hess Truck jingle return for yet another year? I certainly hope so.
There certainly has been no shortage of M&A activity in the press throughout the course of the year with two significant ones taking place just this past week – AB InBev NV and SABMiller PLC and Dell and EMC.
2015 has been a banner year for corporate mergers and acquisitions. Unfortunately, when two companies with their own distinctive cultures combine, there’s a huge potential for failure.
When it comes to uniquely American success stories Fred DeLuca’s story of building the Subway brand is one of the best.
Q&A with Brad Puckey, Partner of CoreBrand Analytics.
Is there really such thing as an “untacklable” or unstoppable brand? After two decades as a brand consultant, my gut reaction is, “of course not, any brand can meet its demise through mismanagement, malfeasance and a host of other activities whether in or out of control of the leadership”.
Looking into just how many business units Google had, and how diverse their spread of companies are, I’m intrigued as to just how each business unit will take advantage of this new structure. And just how does Alphabet stack up compared to other cross-industry holding companies?
Google’s new identity is smart, if a little expected.
I’m reminded of the customer journey I experienced with Apple and the iPhone, one that has changed my technology buying behavior forever and led me to becoming a member of the Apple brand tribe.
Back-to-School is typically the second largest shopping event for retailers. However, many analysts are predicting weaker sales in 2015. Which retailers will perform the best and score an A+?
What the company enables its clients to do is a key part of the brand story.
Improving C-Suite Decisions on Innovation, M&A, Licensing Opportunities and CSR Initiatives.
Despite the rise of other avenues of digital communication, email marketing is far from dead. As in everything in life, there’s a right way and a wrong way to approach email marketing.
Social media provides its users instant and free access to some of the largest audiences in the world. As such, it’s a key instrument in any marketer’s toolkit.
The Internet of Things promises to make our lives better, so what can companies do to bridge the gaps between these technologies and people who have yet to adopt them?
5 important and actionable reasons why Tenet's CoreBrand Analytics can help your C-Suite improve its decision-making
So what does the future hold for Coca-Cola? Coke must look ahead while keeping an eye on those brands that are right on its heels.
Innovation. Collaboration. Experience. How the 2015 strongest brands continue to drive success
Brands are boldly moving forward. This momentum is the strongest since the recession, thanks to significant investments in business model innovation, digital and brand.
Product and intended message have the potential for creating a horrible misinterpretation if not communicated clearly.
While Apple creates brilliantly engineered and beautifully designed devices, it’s the imagination and talent of third party developers that really make these devices “The next big thing”.
What can I possibly add to the chorus of people (designers and non-designers alike) currently discussing the 2016 presidential candidate logos?
Thin-slicing is a useful tool to unlock powerful insights that serve as the fuel for experience innovation.
What makes console entertainment so powerful that the XBox One, PlayStation 4, and Wii U combined account for 40.5 million consoles sold to date? Their community.
How will the web work with wearable computing?
While the 4Ps still serve as the marketing foundation, we have seen how the influence and the integration of technology and social media have significantly impacted how marketers think about the 4Ps.
I’m a strong proponent of the brand narrative concept. I believe that any and every brand has a narrative behind it, to it and about it. The narrative behind a brand is all about the internal relevancy. How is this brand important to the company?
With social networks charging for audience exposure that was once free, what are some ways that brands can adapt?
Have you ever had any experience where technology or software made presumptions about you that just were off the mark?
There are many activities that I do not always enjoy, or do not always actively engage in. This got me thinking to how marketers are continuously striving to better engage with their audiences and encourage longer and more fruitful interactions.
Getting started can be daunting. You need to build the right foundation, be aware of the expectations of the audience and know where your best opportunities exist. Here are our five tips for building a strong digital marketing strategy.
A big part of what I truly enjoy about my job is the diversity of things I am able to do. Over the last few weeks, I’ve collected a handful of observations – both positive and negative – to share here.
Employee engagement has been known to be a crucial element in the success of organizations for years.
Recently I drove by a billboard advertising a pharmaceutical and swore I recognized the woman in the ad. I can't remember the name of the advertised drug, but I certainly remember the handsome, gray-haired woman. I couldn't instantly place her, but I knew I'd seen her before. And then it finally dawned on me. I recognized her from many hours of searching for royalty-free stock images. I'd seen her in all sorts of situations—from boardroom meetings to intense one-on-one conversations with coworkers. And now here she was walking on the beach!
Brand is a set of experiences delivered, not just promises communicated.
Corporate brands are on the road to recovery. After bottoming out in 2010, the most powerful brands have rebounded to their highest levels in three years.
Digital is having a profound impact on business strategy, branding and customer experience. It’s clear that organizations need to take a fresh look at how to embrace the shift. But how to innovate successfully in this highly connected environment requires more focus than ever before.
Today marks the official launch of Tenet Partners, a brand innovation and marketing consultancy, which represents the combined entity of two established firms that joined forces earlier this year — Brandlogic and CoreBrand.
In simpler days, brands were built primarily through advertising touting a company“s or a product“s virtues and selling an image tied to lifestyle associations desirable to targeted segments.
Technology is the invisible wire that weaves together every area of a CMO’s responsibilities to create value and drive growth for your brand and business.
Poised for an upturn. Potential for a recovery is strong, but the key for brands is to reconnect with customers in a meaningful way.
Measuring perception vs. reality for 100 prominent global brands.
In recent years, corporate brands in financial services businesses – both retail-facing and B2B – have become major factors in the attraction and retention of clients, talent, partners and capital. It has not always been so but in today’s crowded, highly competitive global marketplace, a strong brand can be a major advantage.
Faced with unrelenting scrutiny of marketing and brand expenditures, Chief Marketing Officers (CMOs) are looking to create economic value wherever they can. The rationalization of internal functions and processes is naturally a prime candidate.
A shake-up ahead? Leadership perceptions create opportunities for Tier 2 brands.
Federal policy makers are talking once again about reforming the healthcare system in the U.S. – and this time, it looks like they mean business.
Cologne University Study Cites Corporate Branding Index’s High Performance
How important it is and how we might accelerate it.
In this paper, we give a detailed examination of how corporate branding creates value, and more specifically, identifies the role of sustainability in building market capital.
Aligning marketing and finance with generally accepted standards.
The power and value of brands.
Assessing brand damage. Restoring brand equity.
The corporate brand is probably the least understood asset in most companies, yet it can be one of the greatest tools for building corporate value. Here are ten reasons that board members should pay attention to corporate brand valuation.
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