New York, NY (April 18, 2022) – New York, NY (April 18, 2022) – Tenet Partners is excited to be recognized by Gartner® in its 2022 Market Guide for Brand Consultancies. We believe this is an acknowledgement of the services, capabilities and insights that Tenet brings to brand leaders as they seek to elevate brand strategy, architecture, activation and visual identity.
The report emphasizes the challenges many CMOs face as they reconcile the link between brand investment and business value resulting in prioritization of brand projects. The Gartner survey found that “29% of agency work has shifted to internal teams (with brand strategy as the leading category where work shifted), internal teams typically don’t have the capabilities for significant brand strategy projects.”
In our opinion, this Gartner guide offers useful guidance on key considerations and action items for CMOs as they begin a brand consultancy search.
Respondents to the 2021 Gartner CMO Spend Survey ranked brand strategy as “the most vital” capability in supporting business strategy over the next 18 months.
We believe that the statements in the guide accurately reflect Tenet’s own views on the role of brand consultancies. The guide states that “The importance of brand – to attract and retain customers, potential employees and investors – is growing. CMOs are increasingly responsible for managing brand and the role it plays in conveying an organization’s purpose and priorities, and recognizing that internal capabilities to deliver deep brand strategy work are lacking. Thus, reliance on brand consultancies should continue to grow.”
Read the full Gartner report, Market Guide for Brand Consultancies, here (accessible to Gartner subscribers).
*Gartner, “Market Guide for Brand Consultancies”, Julie Reeves, Jay Wilson, April 18, 2022.
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About Tenet Partners
Tenet Partners is a brand innovation firm that transforms organizations through a blend of insights, strategy, design and technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.
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