Author: Tenet

  • Johnson & Johnson: #6 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #6 Johnson & Johnson

    Johnson & Johnson, one of the world’s largest healthcare manufacturers, dropped two places in the Most Powerful Brands rankings. For over a hundred years, the company has built a strong reputation as the maker of iconic products like Band-Aids, Baby Shampoo and Tylenol. The company is innovating in ways that may cast it in a new light, having joined forces with Google to develop a robotic-assisted surgery platform. However, J&J’s reputation has been hurt by serious questions about the quality of some products in recent years. Since 2009, J&J has recalled millions of bottles of Tylenol, Benadryl, Motrin and Zyrtec. The recalls prompted J&J to shut down a factory and have cost it more than $1 billion in lost sales.

  • Apple: #5 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #5 Apple

    The tech giant jumped five places this year and rounds out the top five Most Powerful Brands. Both its Familiarity and Favorability scores have increased, due in large part to its innovative products and outstanding market performance. The company’s market capitalization reached a record high, breaking the $700 billion mark this last year. According to a survey of Apple analysts conducted by Fortune, the company expects to sell an estimated 22.6 million units of the Apple Watch in 2015. Apple’s new head of retail (former Burberry CEO) Angela Ahrendts favored a new approach to launching the highly anticipated wearable. In an Apple first, she encouraged customers to “get in line online” and forgo the crowds and in-store experience to purchase the Apple Watch.

  • Walt Disney: #4 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #4 Walt Disney

    The Walt Disney Company climbed two spots this year, with a BrandPower score at its highest level since 2009, reflecting a decade of good leadership and smart brand investment. Under CEO Robert Iger, the global media giant mended its once contentious relationship with Pixar and bought the company in 2006. Other notable acquisitions made during his tenure include Marvel Entertainment in 2009, and Lucasfilm in 2012. A key part of Disney’s strategy is investing in blockbuster storylines that can be leveraged across its multiple business units. Case in the point: The box office success of Frozen, which went on to win an Oscar and become the highest grossing animated feature of all time, also helped to bring in more than $1 billion in retail revenue over the last year.

  • Bayer: #3 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #3 Bayer

    Over the past few years, Bayer’s BrandPower score has been on the rise – having jumped eight places since 2010. That soon may change, however. While its Familiarity (degree of awareness) score has remained stable year-over-year, Bayer has experienced a steep decline in Favorability (positive perception). This is a noticeable red flag, indicating that the pharmaceutical and chemical company’s overall corporate reputation – the perception of its management, its ability to drive growth and secure earnings into the future – is not as strong as in years past.

  • Hershey: #2 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #2 Hershey

    Strong communications investment including heavy TV advertising and a refresh to its corporate brand identity – a move Hershey claims will help strengthen its leadership position for the next 100 years – helped keep the famed candy company at #2. The maker of iconic brands such as Reese’s, Kisses, York Peppermint Patties, Twizzlers and Almond Joy also enjoys a positive market perception through efforts such as responsible ingredient sourcing and initiatives to improve the lives of cocoa farmers. The company is a regular recipient of awards and recognition for sustainability and good corporate citizenship.

  • Coca-Cola: #1 Most Powerful Brand of 2015

    Top 10 Most Powerful Brands of 2015

    #1 Coca-Cola

    Tenet Partners’ #1 Most Powerful Brand since the ranking debuted in 2008. The 125 year-old Coca-Cola Company never rests on its laurels and continues to evolve around the ever-changing needs and wants of consumers. After falling 11 years in a row, Coke’s U.S. soft-drink volumes rose 2.5% last summer, thanks in part to the hit “Share a Coke” campaign that will return this year. Also, last year, the company responded to health-conscious consumers by introducing Coca-Cola Life, a reduced-calorie cola naturally sweetened with cane sugar and stevia leaf extract.

  • Introducing Tenet Brand Performance Dashboard

    Executives are increasingly faced with how to prepare for board meetings, annual budget planning, quarterly updates, licensing opportunities, investor presentations and M&A negotiations. The agility needed and time pressures required to respond are growing with each year.

    Customized for your business

    The Brand Performance Dashboard is a highly flexible platform. It can be customized specially to measure your brand vs. benchmark companies you select, among internal and external audiences of greatest interest to your organization.

    Schedule just a few minutes for a demo and we’ll show you how the Brand Performance Dashboard can create business value for your organization.

    Please contact:

    Brad Puckey
    Tenet Partners
    Partner, CoreBrand Analytics
    [bpuckey@tenetpartners.com](mailto:bpuckey@tenetpartners.com)
    (212) 329-3043

    Or fill out this form and I’ll get back to you.

  • Data Science

    When you fully unlock data’s potential you can pivot from hindsight to foresight. That’s the path to exceptional brand performance, and data science is the key.

    Customer and operational data is everywhere, but much of its value goes untapped. Tenet’s data science practice takes artificial intelligence, machine learning and natural language processing and links them to interconnected analytic models.

    Tenet Advanced Analytics can help you fully leverage what’s becoming your most valuable asset: information:

    • Hear the voice of your customers, predict behavior and find your best customers
    • Fast-track digital transformation and customer experience innovation
    • Connect marketing to financial outcomes
    • Make prescriptive, data-driven decisions to accelerate business performance
    • Predict the business outcome of marketing decisions and brand investments for better ROI
    • Gain rapid insight from existing data, scaling over time to build stronger capabilities

  • Research

    Effective brand development begins with a deeper understanding of how your brand is perceived and how it performs. Knowing how perceptions align with your company’s goals, culture and communications, along with drivers of customer choice, is critical to building your optimal brand strategy.

    Wise brand management requires ongoing measurement and tracking of progress. Along with our internal research department and Corporate Branding Analytics, we are a pioneer in corporate brand research, assessment and valuation. Our recommendations spring from a deep-rooted belief that a brand is an organizational asset that can be measured and managed. Knowing both the macro and micro drivers of customer behavior creates clarity to help you measure just how much your brand contributes to the bottom, and top line. We use data from our Corporate Branding Index® with its 25 years of brand image and financial performance data on 1,000 companies to gain rapid insights into your brand and industry. And we can also field custom research to build the right program to meet your objectives. Research and analytics solutions we provide include:

    • Fact-based decision making through qualitative and quantitative research
    • Generating insights for innovation through customer ethnographies
    • Customer experience and omnichannel analysis
    • Uncovering key attributes that help drive purchase
    • Identifying positioning opportunities to lead to competitive advantage
    • Measuring the impact value of your customer journey

  • Brand strategy

    A successful brand starts with a compelling idea. One with the potential to produce real value for your organization and your stakeholders. To realize that value, we work with you to craft a powerful brand strategy that puts the customers at the center and delivers tangible results.

    A great brand strategy appeals to both hearts and minds through functional and emotional benefits. It conveys a solid value proposition to every constituent, inside and outside the organization. The right strategy reinforces your brand’s promise, raises your brand equity and economic value, and drives real business performance. For over four decades, Tenet Partners has applied our proven methodology to deliver winning brand strategies for hundreds of organizations. Because our approach is grounded in fact and rooted in extensive research, we gain the knowledge to ensure that each unique brand strategy will succeed for our clients. Working in strategy teams that include business consultants, marketers, designers and technologists, we can address every element of your brand strategy.

    Our strategy teams can help you:

    • Create new or refresh positioning for companies and products
    • Recast corporate mission, vision and values
    • Improve financial performance through brand portfolio optimization
    • Articulate a compelling, differentiated brand messaging framework
    • Evaluate the equities and liabilities of both the client and competing brands
    • Quantify economic value at risk when making brand decisions
    • Define aspects of competitive advantage
    • Clarify the sources of future growth in shareholder value for investors
    • Segment customer needs and value propositions
    • Identify the underpinnings of corporate brand sustainability
    • Align branded customer experiences with purchase and loyalty drivers