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Tenet Partners Releases 2016 Top 100 Most Powerful Brands Report

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (July 19, 2016) – Tenet Partners, a leading brand innovation firm, today released its 2016 Top 100 Most Powerful Brands Report. For the ninth year in a row, Coca-Cola claims the top position, Google – Alphabet Inc. enters into the Top 10 for the first time, and Amazon emerges as the ‘top-riser’ increasing 12 positions year-over-year.

Tenet’s Top 100 Most Powerful Brands are ranked in corresponding order by a measure of BrandPower – a single indicator of brand strength that examines a company’s reputation in the marketplace along with its ability to impact business performance. Participants hailing from the top 20% of corporations in the United States (based on revenue) are surveyed on two key metrics that contribute to a brand’s strength: Familiarity and Favorability. Familiarity measures awareness of the brand. Favorability measures the perception of the brand, based on how it performs across three attributes, including Overall Reputation, Perception of Management, and Investment Potential.

Highlights and key findings from this year’s Top 100 Most Powerful Brands Report include:

Microsoft (#6) moves closer to Apple, climbing one spot year-over-year. Johnson & Johnson is the biggest decliner among the Top 10 brands, falling two spots to enter at #8 this year. Five new brands entered this year’s ranking: Samsung (#39), Hilton Hotels & Resorts (#44), Bloomin’ Brands Inc. (#91), Macy’s (#95), and American Airlines (#99).

Top 10

Coca-Cola (#1)
Hershey (#2)
Bayer (#3)
Walt Disney (#4)
Apple (#5)
Microsoft (#6)
PepsiCo (#7)
Johnson & Johnson (#8)
American Express (#9)
Google – Alphabet Corporation (#10)

Top Risers

Amazon (#54, +15)
Bank of America (#68, +12)
Macy’s (#95, +12)
eBay (#29, +11)
Clorox (#47, +11)

Steepest Decliners

Eastman Kodak (#59, -12)
Nintendo (#94, -12)
General Motors (#74, -9)
Walgreens (#41, -8)
Western Union (#84, -8)

Five years of consistent BrandPower growth

Five years ago, the average BrandPower score for the Top 100 was 61.9. This year, the average BrandPower score is 64. 9. This continued resurgence in brand strength indicates favorable brand perception and awareness among consumers, business leaders and other influential audiences.

Consumer Cyclicals dominate the Top 100 ranking

Consumer Cyclicals, or, companies and stocks that reply heavily on the business cycle and economic conditions – such as Automotive, Entertainment, Hospitality and Retail, make up the single largest group among Tenet’s Top 100 Most Powerful Brands, representing 38 companies. Within Consumer Cyclicals, Retail is the most represented industry, with 13 companies hailing from the category. Barnes & Noble, coming in at #32, is the most powerful retail brand, enjoying a 13-point advantage over Target, which retains its #45 position from last year.

Examining the movement of this year’s Top 100 Most Powerful Brands year-over-year, three macro trends emerge that reveal how leading brands are building competitive advantage.

The standout brands of 2016 successfully:

Transform Business Models

Companies that are staying ahead of the curve are doing so by knowing when and how to launch new business models or transform old ones. For example, GE (#18), perhaps the world’s ultimate industrial conglomerate has been able to evolve and remain relevant over the course of its 130-year history. In 2011, as information-based, ‘smart’ products took over; CEO Jeff Immelt declared that GE needed to become a software and analytics company or risk seeing their hardware products become commodities. In turn, GE invested more than $1 billion to build a software “Center of Excellence” in San Ramon, California – hiring more than 1,000 software engineers and data scientists to provide enhanced software and analytical skills across the company’s many business units.

Drive innovation with clarity of purpose

Breaking into the Top 10 of the Top 100 Most Powerful Brands for the first time, Google (#10) has built a powerful ecosystem of products and services, including Search, Maps, Gmail, YouTube, Drive, and Chrome that have helped to solidify its brand globally. The company’s new holding company, Alphabet was introduced to create greater brand clarity as well as operational efficiency, separating Google’s core business from its innovative initiatives. Larry Page’s letter to investors and employees announcing the reorganization demonstrated that it has a clear understanding of the ingredients of its success, the core of their brands, and how it will continue to drive future brand innovation.

Deliver stellar customer experiences

Lowe’s (#48) brings value to their brand by developing innovative marketing ideas to outpace the competition. Through their ‘Innovation Lab,’ Lowe’s developed the latest in Augmented Reality in the form of an app. Through a computer-generated model of a real-world environment (such as a specific room in a house), a customer can design their virtual room with Lowe’s products (countertops, furniture, lighting, fixtures, paint colors, etc.) and then walk through one of Lowe’s ‘HoloRooms’ – an actual 20×20 dedicated space in the store, and experience a 3-D model of their designed room.

“The Top 100 Most Powerful Brands are redefining themselves to remain relevant,” said Hampton Bridwell, CEO of Tenet Partners. “In this age of disruption, they are successfully aligning their business and brand strategy, creating clarity in the marketplace, and winning the customer loyalty battle by delivering consistent results and outstanding customer experiences.”

About Tenet Partners’ Top 100 Most Powerful Brands

Tenet Partners derives its annual Top 100 Most Powerful Brands from its quantitative database – the CoreBrand^® Index (CBI) – the results from continuous benchmark tracking via surveys of nearly 1,000 different companies across 50 industries for over 25 years. Each year, we survey approximately ten thousand influential decision makers on two key brand metrics: Familiarity and Favorability. Familiarity measures awareness of the brand. Favorability measures the perception of the brand, based on how it performs across three attributes: Overall Reputation, Perception of Management, and Investment Potential.

These quantitative metrics, Familiarity and Favorability, are then combined into a composite score called BrandPower – a standard measure that can be used to objectively compare brands both within and across industries. BrandPower is a predictive driver that a company can manage – through increased communication, product innovation, service development and so forth, to ultimately increase its brand value over time. It is for this reason that Tenet’s Top 100 Most Powerful Brands are ranked by an objective BrandPower score, and not on the basis of bran value.

The brands listed on the Tenet Top 100 Most Powerful Brands ranking must meet several criteria to be considered. The must be: A corporate brand (not a product or divisional brand), publicly traded in the U.S. and tracked in CoreBrand Index (CBI) for 5+ years.

Top 100 Most Powerful Brands Website

Please visit the 2016 Top 100 Most Powerful Brands website to read the report in full. To join the conversation on social media, use the hashtag #MPB100.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a fusion of research, strategy, design and technology. Our mission is to help companies create brand value and unlock real-time solutions and possibilities in today’s digital, customer-driven world.

For more information, please contact:
Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

Tenet Partners Wins 2016 REBRAND 100® Global Award

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (March 23, 2016) – Tenet Partners, a leading brand innovation and marketing firm, today announced it received Merit Recognition in the 2016 Rebrand 100^® global award competition. The accolade recognizes the strategy, development and implementation of the Tenet Partners brand, formed from the merger of Brandlogic and CoreBrand in 2014.

Charged with creating a unified company that would balance and build off of Brandlogic’s and CoreBrand’s respective legacies and decades of expertise building brands in a changing, multi-channel world, the firm set out to create a new agency model – one that put customer-centric experiences at the core of driving brand innovations.

“Brandlogic and CoreBrand joined forces to create Tenet Partners with the goal of providing broader and deeper value to clients,” said Hampton Bridwell, CEO and Managing Partner of Tenet Partners. “Our brand is an important symbol of our commitment to helping clients put customers at the center of their business strategies. It is an honor to be recognized in the Rebrand 100 among such an elite group of global brands and agencies.”

The foundation of the Tenet Partners brand is the belief that in order to grow a business and drive revenues, a new set of principles is required that put customers at the center of business strategy. CMOs today are wrestling with the challenge of building brand experiences around customers, not merely attracting customers to a brand. Uncovering innovative areas of opportunity and helping organizations better understand how being brand-centric is good for business – this is served as the core ethos and guiding principle when bringing the two firms together under a single entity.

The company’s name Tenet was derived from the word tenet, a commonly held belief or principle. As a united company, Tenet Partners continues its shared philosophical legacy of creating and executing practical solutions to branding, technology and marketing applications for the world’s leading organizations. Partners is a nod to the firm’s collaborative and human-centered approach to brand building.

“While “Tenet” as a name reflects a belief or ethos, our visual identity reinforces the strength of conviction that stands behind that belief, “said Randell Holder, Design Director at Tenet Partners. “Simple and bold, the logo is bracketed top and bottom by vertical rules perfectly aligned to the visual center of the mark – bringing it back to the notion of thinking, believing and discovering more customer centered solutions.”

Tenet Partners brings together the complementary skills of the Brandlogic and CoreBrand teams, creating an employee-owned organization of researchers, strategists, writers, designers, technologists and thought leaders across four offices in New York City, Santa Monica, Rochester, N.Y. and Wilton, Conn. The company’s client history includes more than 200 high-profile global businesses, 90 percent of which are Fortune 500 corporations in the financial services, healthcare, industrial, pharmaceuticals, technology, insurance, transportation, consumer goods, education, energy, information services, non-profit, professionals and telecom industries. To view Tenet Partners’ award-winning Rebrand 100^® entry or to see the complete list of this year’s winners, please visit: http://www.rebrand.com/merit-tenet-partners

Before: old logos – separate companies

After: new name and logo

About REBRAND

REBRAND is the world’s leading platform for brand transformation insights, case examples, programs, and expertise. Celebrating 10+ years of excellence, its renowned REBRAND 100^® Global Awards is the most highly respected, juried recognition for repositioned brands, having reached participation from over 51 countries in 41+ industries. Featured in such publications as The Wall Street Journal, CNN Money, Bloomberg News, articles and books, the competition has contributed to an unrivaled global library of transformed brands.

About Tenet Partners

Tenet Partners is a brand innovation and marketing consultancy that helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.

For more information, please contact:
Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

Powerhouse by Tenet Chairman, James R, Gregory Achieves International Acclaim

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (March 14, 2016) – Tenet Partners, a leading brand innovation and marketing firm, announced today that Powerhouse: The Secrets of Corporate Branding, the latest book by Tenet Chairman, James R. Gregory has earned the #1 spot in multiple categories and countries on Amazon.

With over 40 years of experience in advertising and branding, Powerhouse is a compilation of Gregory’s personal observations of the best practices that have helped a number of his global clients grow the value of their corporate brand and in turn, improve their performance in the marketplace. Gregory argues that to in order for corporate brands to effectively create enterprise value, business leaders need to be attuned to the factors that are influencing their corporate reputation and strategically manage and measure their brand like any other business asset.

Published in December 2015 by Best Selling Publishing, Powerhouse has received top-ranking positions on Amazon across 15 national and international categories including #1 in Advertising, Marketing and Consulting in the US, #1 in Business life in Canada, #1 in Consulting in the UK and #1 in Advertising & Marketing in AUS, just to name a few.

“Jim brings enormous experience and depth to the table when addressing the topic of corporate brands,” said Hampton Bridwell, CEO and Managing Partner at Tenet Partners. “The success and praise of Powerhouse is a testament to his impressive career helping clients understand how their brand creates measurable financial value.”

Among the key challenges facing brands today, which Gregory offers thoughtful insight and analysis, include:

Corporate brand valuation – recommendations to build and manage brand value
Achieving Coherence with Brand Communications
Reliable Metrics for Determining ROI on Brand Communications
Employee Engagement – Creating a Brand Driven Culture with Employees
Creating and Managing the Customer Experience to Drive Value
Strategies for Successful Social Media Engagement
Brand Strategy from an M&A Perspective
Building Relevance and Quantifying Relevance Over Time

Powerhouse: The Secrets of Corporate Branding is now available in print and e-reader format on Amazon.

About the Author

James R. Gregory is the chairman of Tenet Partners, a global brand innovation and marketing firm based in New York, NY. With 40 years of experience in advertising and branding, Jim is a leading expert on brand management and is credited with developing strategies for measuring the power of brands and their impact on a corporation’s financial performance. Most notable of the tools that Jim has developed is the CoreBrand^® Index (CBI), a quantitative research vehicle that continuously tracks the reputation and financial performance of over 1,000 publicly traded companies across 50 industries. Jim has written four previous books on creating value with brands.

About Tenet Partners

For more information, please contact:
Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

Tenet Partners Reveals New Brand Identity for Long Beach Airport

Posted on November 22, 2022December 28, 2022 by Tenet Admin

Santa Monica, CA (February 29, 2016) – Tenet Partners, a leading brand innovation and marketing firm, today announced the completion of its rebranding initiative for Long Beach Airport, a historic, municipal public airport that offers close access to the dynamic community of Long Beach, as well as the entire Southern California region from Los Angeles to San Diego, including Disneyland.

In 2012, the airport completed a major renovation project – revealing a 35,000-square-foot concourse comprised of a palm tree-lined esplanade, atriums offering local business concessions, and stunning architecture touting fire pits, native plant life, and historical art exhibits. Having created a new environment, offering a level of service and convenience unprecedented in travel, Long Beach Airport needed its brand to reflect this revitalization, and convey the warmth, as well as the unique local vibrancy, captured by this new airport experience.

Turning to Tenet Partners, Long Beach Airport charged the firm with developing a comprehensive brand program that would signal to travelers, airport employees, and all key stakeholders, including Long Beach City representatives, that Long Beach Airport had transformed into one of the premiere boutique airports in the United States. To that end, conveying the essential personality of the city, and positioning the airport as a gateway – to the city of Long Beach, as well as to the broader Southern California region would be crucial to providing a platform from which to attract passengers, both locally and nationally. The ultimate objective for Tenet was to capture the experience of Long Beach Airport – and Long Beach in general – in a compelling brand for those who knew the airport and those who had never been before.

Working in collaboration with the airport’s executive team, Tenet conducted extensive research to inform the development of the airport’s brand. Nearly 40 comprehensive interviews with airport executives were completed, in addition to over 100 passenger surveys with both business and leisure travelers, outbound and returning. The foundation for the brand was the simple truth that whether your trip is just beginning or coming to an end, landing at Long Beach Airport makes it feels as if “you’ve arrived.”

“Long Beach Airport seamlessly captures the luxury and service of yesterday to set a new standard for travel today,” said David Garcia, Design Partner at Tenet Partners. “They’ve made travel human again; placing travelers into an experience they’ll want to savor – from the street-priced local eateries to the wine bar fire pit and the beautiful palm tree-lined esplanade, the new brand reinforces both this promise and best in-class experience.”

The new brand visual system serves as an extension of the strategic platform and comes to life through both visual and verbal elements. The logo immediately connects audiences to the emotional feeling of being welcomed to the Long Beach Airport, the city of Long Beach and the Southern California area. It reflects the newly designed open-air concourse, the open, bright, spaciousness it offers, expressed by a smoothing gradient of yellow, sage and sky blue. And, in a subtle nod to its aviation heritage, the logo’s holding shape models the historical 1941 landmark terminal.

The tagline Tenet developed, “where the going is easy,” conveys the relaxed and redefined nature of Long Beach Airport. It’s a fun play on the “easygoing” nature of the airport and Southern California, and communicates a dual message – both easygoing, as well as easy to access and navigate.

“Long Beach Airport is woven from the fabric of our city and is deeply connected to our customers, our neighbors and our community,” said Bryant L. Francis, Director of Long Beach Airport. “Our new brand is a reflection of who we are today and part of our strategic investment in our future. Tenet Partners helped us capture the emotional essence of our identity and I’m proud of the image we have to convey to the world.”

About Tenet Partners

For more information, please contact:
Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

No Brand is Safe in the “Age of Disruption”

Posted on November 22, 2022December 28, 2022 by Tenet Admin

On January 26, 2016, Tenet Partners hosted a panel discussion with the New York American Marketing Association (NYAMA) at The Harvard Club of New York City. Titled “Building a Powerful Brand in the Age of Disruption”, the panel was moderated by Don Sexton, Professor of Marketing and Decisions, Risk, and Operations, Columbia University, and featured Jim Gregory, Chairman, Tenet Partners, Alexa Christon, Head of Media Innovation, GE, Brian Aronowitz, Chief Marketing Officer, Institute of Culinary Education, and Kevin Perlmutter, SVP, Chief Strategist, Man Made Music.

Below is an article excerpt written by Len Stein of Branding Magazine, where he highlights some of the event’s key themes.

No Brand is Safe in the Age of Disruption
By Len Stein
Published February 8, 2016

The American Marketing Association recently convened a diverse group of brand builders to address one of the most significant brand issues of the day – disruption and the threat it poses to established brands at New York’s Harvard Club. The panelists, whose members represented a global brand, GE, a firm that maps changes in the corporate brand ecosystem, Tenet Partners, a sonic branding firm, Man Made Music, and the Institute of Culinary Education, along with insights from moderator and Columbia University professor Don Sexton, eagerly joined in a conversation that ranged widely across contemporary branding issues.

Tenet’s Chairman, Jim Gregory (pictured here), set the course by telling the group of some 75 marketers, “Marketing is fundamentally shifting and we’re seeing the CMO job evolving to include P&L responsibility, oversight of cultural engagement internally, thinking about new product and service design, and seeking for new opportunities broadly across global markets. These are not easy challenges for marketers.”

A column theme, as related by Gregory, is the constant need to align the brand with the customer experience. “It’s very important to create alignment between your brand, the business process, corporate culture and the way you communicate to maximize the value of your brand.”

Sexton, who had recently attended a similar session where panelists offered four views of disruption, interjected, asking each panelist to offer their definition.

“Disruption is not about noise,” said Kevin Perlmutter, Chief Strategist of Man Made Music. “It’s actually about connecting in an emotional way with people, which is very hard to do as you have to think about how people make decisions when intercepting your communications.” He suggested that Tindr is a microcosm between the relationship between marketing and consumers. “It’s this tremendous amount of thoughtfully prepared content that’s vying for your attention and this high rate of rejection. As marketers we have to think of ways to get consumers’ attention before we’re rejected.”

Read the full article on Branding Magazine here, and to find out how Tenet can help your organization face these challenges head-on, we invite you to learn more about our services here.

Tenet Partners and the New York American Marketing Association (NYAMA) Host Panel Discussion on “Building a Powerful Brand in the Age of Disruption” at the Harvard Club of New York City

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (January 20, 2016) – Tenet Partners, a leading brand innovation and marketing firm, will host a panel discussion on “Building a Powerful Brand in the Age of Disruption” in collaboration with the New York American Marketing Association (NYAMA) on January 26, 2016 at the Harvard Club of New York City.

The event will assemble senior-level brand strategy and marketing professionals from across various industries including technology, media, healthcare, education, hospitality and more. A panel discussion moderated by Don Sexton, Professor of Marketing and Decisions, Risk, and Operations, Columbia University, will provide insights on the challenges and opportunities marketing professionals face today and explore why driving growth through disruption requires strategic alignment between business model innovation, digital and brand strategy.

Panelists include:

Jim Gregory, Chairman, Tenet Partners
Kevin Perlmutter, SVP, Chief Strategist, Man Made Music
Brian Aronowitz, Chief Marketing Officer, Institute of Culinary Education
Alexa Christon, Head of Media Innovation, GE

What: “Building a Powerful Brand in the Age of Disruption” Panel Discussion Presented by Tenet Partners and the New York American Marketing Association (NYAMA)

When: Tuesday, January 26, 2016 from 6:00 PM to 8:00 PM (EST)

Where: The Harvard Club of New York City – 35 West 44th Street, New York, NY 10036

Tickets: $35 for NYAMA Members/$45 for Non-NYAMA Members. For more information and to register, please visit: http://www.nyama.org/event/the-age-of-disruption/

About Tenet Partners

Formed from the merger of Brandlogic and CoreBrand, Tenet Partners is a brand innovation and marketing consultancy the helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.

About the New York American Marketing Association (NYAMA)

The New York American Marketing Association (NYAMA) is an organization that inspires, supports and celebrates brilliance in marketing. Founded in 1931, the NYAMA is the principal community for marketing professionals across all industries and disciplines in the New York area. Offering programs, monthly events, an interaction with the chapter through volunteer activities, we provide marketers with an opportunity to increase their knowledge and reach in the marketing community. We also serve as a resource for all marketing events, activities and news in the New York and surrounding areas.

For more information, please contact:

Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

Tenet Partners Finds Continued Strength in the Avon Brand Despite the Company’s Turmoil

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (December 08, 2015) – Amid high-profile announcements concerning the possible sale of Avon Products North American arm to private-equity firm Cerberus Capital Management LP, Tenet Partners, a leading brand innovation and marketing firm has turned its attention to evaluating the strength of the Avon brand.

On the heels of assertions by activist investors Barington Capital and NuOrion Partners that the cosmetics maker is significantly undervalued, Tenet Partners’ CoreBrand Index (CBI) has found that Avon’s BrandPower – a weighted composite of two key metrics that contribute to a brand’s ability to drive long-term growth: Familiarity and Favorability, has been steadily increasing since 2005.

“The successive rise of Avon’s BrandPower suggests there is untapped potential for the company to exert its leadership position in the marketplace,” said Hampton Bridwell, Tenet Partners CEO and Managing Partner. “Avon is an American institution that has empowered generations of women. However, as the company looks to the future, a renewed focus on gaining relevance among younger, and now digitally-driven consumers, will be critical to unlocking the full value of one of its most important assets, the Avon brand.”

As the chart indicates below, Avon’s BrandPower has climbed an impressive 11 points since 2005. Most recently, its brand Favorability fell just one spot below Apple, while its Favorability during 2015 outperformed its top competitors including Revlon, L’Oréal, and Estee Lauder, demonstrating that U.S. consumers still hold the brand in in high regard.

Founded in 1990, Tenet Partners’ CoreBrand Index is the longest continuous quantitative database examining the corporate reputations and brand valuations of nearly 1,000 companies across 50 industries. The Familiarity (awareness) and Favorability (perception) of tracked brands are measured and combined into a single metric called BrandPower. The audience used to measure BrandPower is business decision-makers who represent the perceptions of a cross-section of informed American consumers.

To learn more about Avon’s performance on Tenet’s CoreBrand Index and to schedule an interview with a Tenet executive, please contact:

Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

About Tenet Partners

Formed from the merger of Brandlogic and CoreBrand, Tenet Partners is a brand innovation and marketing consultancy that helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.

Tenet Partners Chairs Chief Strategy Officer Summit in New York City, December 8-9

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (November 20, 2015) – On December 8-9, join the largest gathering of Fortune 500 strategy professionals at The Chief Strategy Officer Summit in New York City. As the event’s sponsored Chairperson, Tenet will be kicking-off the two day conference with a presentation from Russ Napolitano, Tenet Chief Operating Officer.

As the notion of brand disruption becomes more commonplace – with companies questioning its impact and value, Russ will break down some common misconceptions about what it means to be a brand disruptor and why driving growth through disruption requires strategic alignment between innovation, marketing, and business and brand strategy.

What: The Chief Strategy Officer Summit, “Creating & Implementing Innovative Strategy.” Heavily content driven, this event shares insight into how today’s biggest and best organizations are developing strategy, vision and growth.

When: December 8-9, New York

Where: The Sheraton New York Times Square Hotel

For more information and to request an invitation, click here

Brandlogic and CoreBrand come together to offer you Tenet Partners

Posted on November 22, 2022December 28, 2022 by Tenet Admin

Fast-paced advances in customer-driven technology, expanded responsibilities for marketing executives and the rise of the Empowered Consumer have dramatically challenged branding as a pure marketing and communications discipline. Combined with increasingly commoditized competition among brand consultants, the time is ripe for a company that can create truly customer-focused brand innovations.

In November 2014, Brandlogic and CoreBrand joined forces and established Tenet by Brandlogic a brand innovation and marketing firm offering custom insights, brand strategy, design, marketing, engagement and technology services under one roof. Each firm brought 40 years of experience helping global clients solve their most critical branding and marketing problems. Tenet by Brandlogic continues its shared philosophical legacy of creating and executing practical solutions to branding, technology and marketing applications for the world’s best organizations. Each firm brought 40 years of experience helping global clients solve their most critical branding and marketing problems. Tenet continues its shared philosophical legacy of creating and executing practical solutions to branding, technology and marketing applications for the world’s best organizations.

Brandlogic: branding meets technology

The genesis of Brandlogic was the company JMK, founded in 1977 by Wynn Medinger and his partners. With IBM as its first client, the firm became internationally known for its design excellence. Working in collaboration with Paul Rand and other design leaders at IBM, JMK was a key player in the growth of IBM during the 1980s and 1990s. During the Internet boom of the ‘90s, JMK merged with Navistream, a digital agency founded by Larry Roth and Hampton Bridwell, to form Brandlogic. Their combined vision was to create a brand consulting firm that would be the most technologically capable firm in the industry. Within the first year, Brandlogic had completed major digital branding assignments for J.P. Morgan, Xerox and Merrill Lynch. A highlight was the creation of Brand Ensemble for Texaco, the most advanced digital brand management system ever produced. During the next decade and a half, Brandlogic served as the brand agency for Becton Dickinson, Merck, Avon, Smithsonian, Chevron, John Deere, Munich Re and Amgen.

CoreBrand’s measurable difference

CoreBrand was originally established by James R. Gregory and Evelyn Clyburne, who formed Gregory & Clyburne in 1973. Initially an advertising agency, the firm migrated to the name Corporate Branding as it evolved from advertising to consulting on issues of corporate measurement, positioning and strategic communications. Andrew Bogucki and an ambitious corporate identity design team joined the firm in 1997, forming CoreBrand Communications. Shortly thereafter the two names were consolidated to CoreBrand. At about the same time, the company received a game-changing assignment to answer a question posed by legendary CEO of General Electric, Jack Welch. He wanted to know how advertising impacts the image and value of the GE corporate brand. Jim and his team set out to answer that question, which led to the creation of what is now known as the CoreBrand Index^®. Established as a quantitative benchmark tracking system with a proprietary model correlating the corporate brand to market capitalization, the CoreBrand Index has emerged as the most reputable, stable and predictive approach to brand valuation and measurement of marketing performance. Over its 40-year history, CoreBrand created, managed and measured brands for many of the world’s great corporations including The Reader’s Digest Association, Mastercard, Toshiba, The Hartford, Cisco Systems, Fortune Brands, Chubb, AT&T, D&B and A.P. Moeller-Maersk.

Challenging the way industry thinks

Uncovering innovative areas of opportunity and helping organizations better understand how being brand-centric is good for business – these are a core ethos of Tenet Partners by Brandlogic. Our history of thought leadership includes a series of books written by Jim Gregory published and distributed globally by McGraw-Hill on the subject of corporate brand building including: Marketing Corporate Image and The Best of Branding. Numerous white papers are published annually in academic and industry publications. Most recently, the Association of National Advertisers published: The Brand Laboratory – Observations of Advertising Spending on Brand Performance. Leading edge studies are published throughout the year. Among these are: The Top 100 Most Powerful Brands and The Sustainability Leadership Report, among others.

Driving innovations for clients and customers

Starting in 2014, Tenet now brings both our deep experience and a proven track record of our legacy to client assignments. With a customer-centered focus, our combined strengths offer broader, deeper value to our clients. Our promise is to ensure we always offer the right expertise for the right solutions across every industry we serve and for every customer served by our clients. We promise superior results across the spectrum of our services: research, strategy, design, technology, communications, analytics, employee engagement and brand management and measurement.

Our rich history as innovators and pioneers who created many firsts in our industry continues on in Tenet. By bringing together the rich set of talented people, knowledge and technology platforms, the firm is well positioned to continue driving innovations for clients and customers in the years ahead.

Tenet Partners Featured as a 2015 Top Branding Agency

Posted on November 22, 2022December 28, 2022 by Tenet Admin

New York, NY (November 17, 2015) – Recently, Tenet Partners was ranked highly among a nationwide evaluation of Branding Agencies by research firm Clutch. Clutch is located in Washington, DC and has the most extensive research coverage on digital, branding, and development agencies worldwide.

Clutch’s research algorithm took into account many things: our previous work, our client base, and our proven ability to deliver on past branding, digital strategy, and design projects. With our client references and the other factors considered, we were mapped against the other Branding Agencies with only the top performing agencies making the Leaders Matrix.

In addition to one of the top spots among Branding Agencies nationwide, we were recognized as the leader among New York Branding Agencies. The external recognition for our work is great but the best part of the research process were the interviews Clutch conducted with three of our clients. Here’s what they had to say:

It was rewarding to see all of the great things our clients said about us and reinforces the fact that Tenet Partners is committed to delivering meaningful and compelling branding and marketing experiences to our clients.

To learn more about how we were evaluated or read all of Tenet Partners Reviews check out Clutch.