New York, NY (February 5, 2024) – Tenet Partners has been recognized by Gartner® in its Market Guide for Brand Consultancies for the second year running, making specific mention of our focus on data-driven insights and forecasting. This recognition is a continued 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 Q4 2023 Market Guide notes that CMOs continue to recognize the links between brand investment and business value, resulting in prioritization of brand projects. This aligns with other recent Gartner research: According to the 2023 Gartner Brand Leaders Survey, 82% of brand leaders are pessimistic about the ongoing economic and business climate impact on their brands, but more than 50% would fight to keep their brand spending steady even when faced with the prospect of cutting performance marketing.
Brand strategy and activation were among the top three areas where surveyed CMOs reported significant capability gaps that stand in the way of achieving business goals. 46% of respondents reported in increase in budgets for brand strategy and activation across marketing programs and operational areas.
Turning to emerging trends that are transforming branding and marketing—and helping to address, at least in part, the capability gaps uncovered in the Brand Leaders Survey—the Market Guide encourages CMOs to “recognize the evolving and widespread capabilities of GenAI in order to best determine how the agencies are responsibly using GenAI internally and to support client deliverables.”
In our opinion, this Gartner guide offers useful framework for key considerations and action items for CMOs as they begin a brand consultancy search. This includes critical AI capabilities across generative, machine learning, natural language processing and advanced forecasting needed for consumer insights, optimizing ROI and enhancing brand management.
We believe that the statements in the guide accurately reflect Tenet’s own views on the role of brand consultancies. “The consumer climate is becoming more challenging for brand owners, and they will continue to need help developing and refining their brands to stay competitive. 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 strategy agencies should continue to grow.”
Read the full Gartner report, Market Guide for Brand Consultancies, (accessible to Gartner subscribers ID G00770939).
*Gartner, “Market Guide for Brand Consultancies”, By Analyst(s): Julie Reeves, Jay Wilson. Published 25 October 2023
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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 AI technology. Our mission is to help companies create brand value and open possibilities in today’s digital-driven and customer-focused world.
For more information, please contact:
Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com
