Category: News

Ultimus Fund Solutions unveils its evolved brand, created in collaboration with brand consultancy Tenet Partners
Cincinnati, Ohio (July 28, 2026) – Ultimus Fund Solutions today launched an updated brand that reflects the evolution of its business, expanded capabilities and increasingly integrated approach to supporting fund and asset managers. The refreshed identity is designed to better represent how Ultimus serves clients today while remaining grounded in the service-first approach that has long defined the company.
Ultimus Fund Solutions provides essential fund administration and investment operations solutions to advisors and fund managers across public and private markets, with the proven ability to solve complex challenges. Ultimus is one of the largest independent providers in the U.S., an industry mainstay with a reputation for consultative service and optimized solutions that sets it apart.
“We’ve made this move because the world has changed and so has Ultimus,” said Alissa Doherty, VP of Marketing, Ultimus Fund Solutions. “As market complexity continues to increase, we’ve evolved alongside our clients. This new expression of Ultimus aligns with the true scale, scope and connected nature of the platform we’ve built. We also believe it’s modern and visually striking, and are proud of the new image we are putting into the market.”
Tenet Partners worked in close partnership with Ultimus to develop the new brand, which introduces an updated logo, brand architecture, new visual and verbal systems and a transformed website. The company’s renewed vision, mission, promise and messaging showcase its ability to build on its expertise and strong client relationships by using technology as a force multiplier, enabling consultative service at scale.
“A brand refresh done well offers a chance to listen to a firm’s people, honor its history and create a new story that everyone can see themselves in. I’m grateful Ultimus trusted us with helping to build their story,” said Beth Flom, Senior Partner, Research and Strategy, Tenet Partners. “We set out to capture the uniqueness of the firm and its distinctive approach to delivering consultative service at scale. Together, we believe we did just that, as well as an outcome that will continue to propel Ultimus.”
Today, the refreshed Ultimus brand is live at www.ultimusfundsolutions.com. It reflects the company’s evolved vision and new identity, brand architecture and a unified story that spans the entirety of the firm.
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality.
www.tenetpartners.com
About Ultimus Fund Solutions
Ultimus Fund Solutions is a leading provider of essential post-trade fund administration and investment operations solutions to fund and asset managers of all sizes. With technology-driven efficiency, cross-domain expertise, and a consultative approach, Ultimus is committed to delivering optimized solutions and superior service at scale. The firm employs more than 1,200 seasoned professionals, servicing over 2,500 traditional and alternative investment vehicles and product wrappers, with more than $775 billion in assets under administration. For more information, visit www.ultimusfundsolutions.com.
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
###
July 30, 2026
Tenet Partners recognized in Gartner® Market Guide for Brand Strategy Agencies
Tenet’s applied AI venture, CorebrandAI is noted, as the market shifts toward predictive science
New York, NY (July 20, 2026) – Tenet Partners, a leading brand and strategy consultancy, has been named among a select group of brand consultancies in the latest Gartner^® Market Guide for Brand Strategy Agencies. This recognition is a continued acknowledgement of the services, capabilities and insights that Tenet brings to brand leaders as they seek to bridge to their futures.
In addition to noting Tenet’s brand expertise that spans architecture, strategy, naming, identity, activation, go-to-market consulting and transformational support, the report highlights Tenet’s emphasis on foresighting and predictive analytics. Gartner also cites the firm’s proprietary CorebrandAI platform, which enables Tenet to use generative AI and synthetic personas to simulate market scenarios and inform strategy, as well provide continuous brand valuation and measurement.
Among several trends, the Gartner report recognizes that brand strategy is evolving to resemble predictive science, prompting consultancies to deploy proprietary AI ecosystems and synthetic data while empowering long-tenured experts capable of providing senior-led insights and consulting. Additionally, the report notes the mandate for brands to become machine-readable, ensuring their structured knowledge model is as valued as their visual identity and messaging.
“We are proud to again be recognized by Gartner as a leader as we celebrate our 50^th year in business,” said Hampton Bridwell, CEO of Tenet Partners. “Tenet has sustained because we’ve been able to consistently predict where the market is going and get there first. Most recently, we have embraced AI as a predictive tool by building our CorebrandAI platform and establishing our AIO and GEO approach—doing so enables us to help clients navigate and succeed in the complicated and rapidly changing landscape in which they find themselves.”
CorebrandAI presents a wholly new approach to brand valuation and evaluation at compute scale and speed not previously possible. It is the first platform to unify ISO 10668–aligned brand valuation methodology with AI-powered reputation intelligence and strategic foresight to provide an integrated view of the recognized approaches to brand valuation—capital premium, royalty relief, earnings attribution and demand driver—into a single, weighted, auditable model.
The platform also features five modules that each contribute a distinct dimension of brand intelligence: deterministic financial valuation, AI-powered analysis, synthetic stakeholder perception, scenario planning and executive action. The www.corebrand.ai site is the window to a client-centric portal that can be accessed 24/7 to provide proven answers and actionable recommendations for every member of the C-suite.
“We created CorebrandAI on the premise that AI can be both predictive and purpose-built for brand intelligence,” said Kellan Williams, co-founder, CorebrandAI. “The platform is built by practitioners who have spent decades proving that brand strength is not a marketing abstraction but a measurable economic asset, directly linked to shareholder value. We are beyond excited about our ability to transform businesses with this new approach.”
Read the full Gartner report, Market Guide for Brand Strategy Agencies (accessible to Gartner subscribers ID G00839292).
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality. www.tenetpartners.com
About CorebrandAI
CorebrandAI is an applied AI company for corporate brand valuation, insights and analytics. Its foundational data is the Corporate Branding Index®, the longest-running continuous study of corporate brand equity in the world, originally developed by Tenet Partners. By bringing the Corporate Branding Index® together with ISO 10668 valuation methodology, AI-powered insights and modern data science models, the patent-pending CorebrandAI transforms this data asset into a living platform that actively informs the decisions leadership teams must make to deliver value and growth. www.corebrand.ai
About Gartner
Gartner (NYSE: IT) delivers actionable, objective business and technology insights that drive smarter decisions and stronger performance on an organization’s mission-critical priorities. To learn more, visit gartner.com.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
###
July 20, 2026
The Bancorp launches its new brand developed with award-winning brand consultancy, Tenet Partners
New York, NY (January 13, 2026) – Earlier today, The Bancorp launched its new brand by ringing the opening bell at NASDAQ. The Bancorp is one of the first payment services providers and specialized lenders to embrace the fintech industry, serving as the essential financial enabler of fintech innovation.
Tenet Partners worked with The Bancorp to capture its high-performance essence in a new brand, including positioning, logo, tagline, visual identity and website. The company’s vision and mission speak to its role in the perpetual transformation of banking and defining its future while its promise is to turn compelling ideas into real-world solutions.
The Bancorp’s new logo symbolizes the depth and layers of expertise the company brings to solving its customers’ challenges, combined with a fluidity that represents its ability to adapt and pivot with the dynamic, ever-changing landscape of financial services.
The “Bold ideas, realized.™” tagline goes straight to the heart of what makes The Bancorp special. It is the essence of the brand captured in three words that evoke who the company is, what it does for its customers, investors and employees, and how it delivers
“The Bancorp occupies a unique place in the world of financial services—one that positions it to drive positive and impactful change—and is driven by an ethos unique in the banking industry,” said Beth Flom, Senior Partner, Research and Strategy. “Our mission was to capture the organization in a powerful and distinctive brand that will help propel The Bancorp to the future. The brand we’ve built is the result of a seamless partnership—one where we worked together side-by-side to produce work truly designed to help propel the company forward. We’re so thrilled to have had the opportunity and remarkably proud of the results.”
“Our brand evolution reflects The Bancorp as the essential enabler for fintech,” said Maria Wainwright, Executive Vice President, Chief Marketing Officer of The Bancorp. “Working closely with Tenet Partners, we refreshed how our brand shows up in the market to match the strength, expertise, and rigor of our business and our people. The result is a brand that authentically reflects our culture as a high-performance partner, built to turn bold ideas into real-world solutions.” Effective today, the company’s website has been refreshed with its new brand.
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality.
www.tenetpartners.com
About The Bancorp
The Bancorp, Inc. (NASDAQ: TBBK), through its subsidiary, The Bancorp Bank, N.A., is defining the future of banking. As one of the first banks to embrace fintech, The Bancorp has been a driving force behind the industry’s evolution, serving as an essential financial enabler of fintech innovation for more than 20 years. Led by its Fintech Solutions business, the company delivers a dynamic portfolio of payment and lending solutions that empowers its clients to turn bold ideas into real-world success.
Ranked by the Nilson Report as the No. 1 issuer of prepaid cards in the U.S. and among the top 10 debit card issuers nationally, The Bancorp also holds leading positions in its Institutional Banking, Small Business Lending, Fleet Management Services, and Real Estate Bridge Lending businesses. Across every line of business, The Bancorp fosters prosperity through the perpetual transformation of banking and aims to drive growth for its clients, investors, employees, and the communities it serves. For more information, visit thebancorp.com.
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
###
January 13, 2026
Tenet Partners named top-three brand strategy agency by Clutch
New York, NY (December 15, 2025) – Tenet Partners, a leading brand and strategy consultancy, has been recognized as a Clutch Global Award Winner for Fall 2025—for product branding (#1), brand messaging (#2), brand strategy (#3) and naming (#10).
As the creator and innovator of brands, Tenet next year celebrates its 50^th year in business helping to guide market-leading clients, including Bluetooth, Fairtrade, Edwards Lifesciences and Cadence Bank, to their futures through by fusing foresight, strategy, design and technology to drive growth and transformation.
Clutch, a leading global marketplace of B2B service providers, selects honorees through its proprietary Clutch Rank, which evaluates companies based on verified client feedback, industry expertise and overall market presence. Clutch Global Awards represent the highest level of recognition on the platform: Clutch’s Leaders Matrix, reserved for the top 15 companies in each category worldwide.
“This season’s awards reflect the depth and breadth of our capabilities as a firm, as well as our intentional strategy of continuously infusing evolving tools and technologies to build brands with true impact,” said Hampton Bridwell, CEO of Tenet Partners. “Over the nearly half-century we’ve been in business, Tenet has prided ourselves on not only keeping up with the times, but leading the change in to connect brand with new disciplines, including innovation, data science and AI, so that we can better help our clients build the futures they envision.”
“The Clutch Global Award winners represent what’s possible when businesses put client success at the center of everything they do,” said Mike Beares, Clutch founder and CEO. “Their innovation and dedication inspire the global standard for partnership excellence.”
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality. tenetpartners.com
About Clutch
Clutch empowers better business decisions as the leading global marketplace of B2B service providers. More than half a million business leaders start at Clutch each month to read in-depth client reviews and discover trusted agency partners to meet their business needs. https://clutch.co/profile/tenet-partners
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
###
December 15, 2025
Tenet Partners wins premier awards for its evolution of the Bluetooth® brand
New York, NY (October 9, 2025) – Tenet Partners, a leading brand and strategy consultancy, has been recognized with three 2025 Transform Awards North America for its collaboration with Bluetooth^® to evolve the organization’s brand.
The brand evolution earned recognition for excellence in both strategy and design, earning:
- Silver – Best Brand Development Project to Reflect a Change of Mission, Values or Positioning
- Bronze – Best Brand Evolution (Corporate)
- Bronze – Best Visual Identity from the Technology, Media and Telecommunications Sector
The awards, given by Transform Magazine, honor the very best work in the field and are one of the largest awards competitions in the industry and the only awards program in the region to celebrate the transformative power of rebranding and brand development.
The Bluetooth SIG (Special Interest Group), the not-for-profit that oversees the development of Bluetooth technology standards and the licensing of Bluetooth technologies and trademarks, was looking to redefine its brand and reflect the breadth of its application to connect not only consumer, but also commercial and industrial users.
On the foundation of the powerful the Bluetooth name and logo, used by more than three billion people globally, Tenet Partners helped Bluetooth articulate a renewed purpose and positioning while evolving the iconic identity for the next generation of connectivity.
“Bluetooth is one of the most recognized brands in the world, and this project demonstrates the power of strategic evolution to embrace new futures,” said Hampton Bridwell, CEO of Tenet Partners. “We’re proud to have worked alongside this iconic brand to express its remarkable purpose with clarity and confidence.”
“They challenged us on our assumptions and delivered results that exceeded our expectations,” said David Hollander, Vice President, Marketing, Bluetooth SIG. “We saw a 12x increase in engagement across social channels during the launch period. If you’re willing to bring Tenet into the heart of your process, they’ll bring insight, creativity and momentum that you can’t get elsewhere and will move your brand forward. We’re thrilled the Transform Awards has also recognized the impact of our work.”
About Tenet Partners
Founded 50 years ago and headquartered in New York City, Tenet Partners is one of the leading brand strategy firms in the United States. Tenet operates at the intersection of insight and foresight, giving business leaders and marketers the power to bridge to new futures through imagination and creativity. With predictive brand techniques that span research, analytics, strategy, design and digital, Tenet helps its clients dimensionalize the businesses they’re building to capitalize on new opportunity and turn visions into reality. www.tenetpartners.com
Read the case study.
About the Bluetooth SIG
Formed in 1998, the Bluetooth Special Interest Group (SIG) is the not-for-profit membership organization that oversees Bluetooth® technology, the most widely deployed wireless standard in the world. The Bluetooth SIG is a unique blend of an international standards development organization, product certification body, patent and trademark license administrator, and industry trade association. In partnership with its more than 40,000 member companies, the Bluetooth SIG is continually enhancing the technology to redefine what is possible using wireless communication. www.bluetooth.com
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
###
October 9, 2025
Tenet Partners recognized in Gartner® Market Guide for Brand Consultancies
New York, NY (December 10, 2024) – Tenet Partners has been named among a select group of brand consultancies in the latest Gartner® Market Guide for Brand Strategy Agencies*. 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 identity.
The guide notes Tenet’s strong focus on data-driven insights and trend forecasting through predictive analytics to inform brand strategy along with marketing, creative and brand management, and to tie brand investments to business outcomes. The guide also highlights Tenet’s brand consulting capabilities that span corporate and consumer branding, including insights, advanced analytics, brand architecture, naming and identity.
The Gartner report points to the fact that brand strategy agencies are experimenting with and adopting AI—an area in which Tenet has been making significant investments for the past five years. It cites consideration of the role of AI as one of its top takeaways, noting that AI use, values, expanding agency capabilities, and deep understanding of the client’s industry are key differentiators that can help inform agency selection.
The report, which contains extensive guidance on how to go about selecting the right agency for the client’s needs, concludes with specific recommendations on fostering a strong and productive agency relationship—valuable advice that Tenet believes can help CMOs make a smart decision when choosing a vendor.
This guidance is timely, given the authors’ findings. CMOs struggle to find the right brand strategy agency due to the overlap of capabilities with traditional management consultancies, advertising and digital marketing agencies. Brand strategy agency capabilities, once primarily focused solely on brand positioning and visual identity, have evolved rapidly to include internal communications, increased insights capabilities, and experiential brand identities. Selecting the right partner is critical, given that CMOs also report brand strategy and activation as a large budget allocation across marketing programs and operational areas.
Read the full Gartner report, Market Guide for Brand Strategy Agencies, (accessible to Gartner subscribers ID G00804877).
*Gartner, “Market Guide for Brand Strategy Agencies”, By Analyst(s): Julie Reeves, Jay Wilson. Published 6 November 2024
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
December 9, 2024
Tenet scores Transform Awards wins for the fifth consecutive year
New York, NY (October 14, 2024) – Tenet Partners has continued its unbroken streak of wins in the annual Transform Awards North America competition, scoring two Silver and one Bronze for 2024, the fifth straight year in which the firm has submitted entries. As in previous years, Tenet went up against many of the top firms in its category.
Each of the client projects entered won an award:
- EMC Insurance: Silver for best internal communications during a brand development project
- Fairtrade International: Silver for best brand architecture solution
- Canon Medical Systems USA: Bronze for best creative strategy (business)
“This year’s awards reflect the depth and breadth of our capabilities as a firm,” said Hampton Bridwell, CEO of Tenet Partners. “Moreover, they highlight the foresight and engagement of our clients. Each one of these prizes is testament to the close collaborative relationships we build, which are key drivers of success.”
The awards, given by Transform Magazine, honor the very best work in the field and are one of the largest awards competitions in the industry. 2024 marks the end of the first decade of the competition, which is the only awards program in the region to celebrate the transformative power of rebranding and brand development.
Tenet’s work for EMC Insurance amplified the brand to better reflect the company’s strengths and distinct, human character—work that required internal education and buy-in, which Tenet helped to achieve through a robust brand ambassador program. Transform Awards judges noted that the internal communications that were part of the program were handled “deftly and successfully.” The full scope of the project can be seen in the EMC Insurance case study.
Fairtrade International is a non-governmental organization promoting better working conditions and fair treatment for farmers and workers in developing countries. Its vitally important work was hampered by a complex certification scheme that was hard to understand. Tenet helped to simplify and bring clarity to the architecture, prompting the Transform Awards judges to call it “a great evolution!” that can be seen in the Fairtrade International case study.
Canon Medical Systems USA, a medical imaging company, faced intense competition from long-established global vendors. Tenet helped the company leverage its emphasis on expertise, relationships and positive impact with an identity that linked to the global Canon brand while enabling Canon Medical to stand out as a preferred partner for the medical community. The work can be seen in the Canon Medical USA case study.
The full list of winners can be seen in the 2024 Transform Awards Winners Book, available on the Transform Magazine website.
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.
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
October 18, 2024
Tenet Partners Wins Multiple High Honors in 2024 REBRAND 100® Global Awards
New York, NY (March 04, 2024) – Tenet Partners has won high honors in the 2024 REBRAND 100® Global Awards for its brand transformation work for clients Cadence Bank, ACA Group, ASC Engineered Solutions, Broadview Federal Credit Union, Dow, and the Imagine® Visa Credit Card from Atlanticus.
Returning after a pause in 2022 due to the pandemic, the prestigious bi-annual REBRAND 100® Global Awards celebrate the creativity and design of the best brand transformation projects submitted to an international panel of prominent industry experts representing multiple disciplines.
The awards covered projects launched between January 2021 and October 2023, allowing for a comprehensive evaluation of their outcomes and the impact of the transformations beyond their initial launch. The panel analyzed the before and after state of the brand and measured its impact on strategic business goals and target markets.
Of particular note was Tenet’s work for Cadence Bank, which received a Distinction award in the Enterprise Rebrand category. “We are thrilled to be recognized with a prestigious REBRAND award alongside Tenet Partners. Collaborating with them to craft our new brand was an inspiring journey, with their expertise and dedication serving as our guiding light,” said Jackie Hooper, Chief Marketing Officer of Cadence Bank. “Their strategic insights and unwavering commitment to creative excellence perfectly complemented our rebranding goals. Together, we are proud of the transformative impact achieved by our partnership.”
“This was a landmark year, with all six of the projects we submitted winning honors—the largest total ever and an acknowledgement of our ability to create extraordinary brands that contribute to client success,” said Hampton Bridwell, CEO at Tenet Partners. “Being recognized for the business impact we’ve achieved testifies to the strength of our strategic and creative teams and the relationships we build with our clients.”
Award-Winning Projects Featured:
Cadence Bank won the Distinction award in the Enterprise Rebrand category for a powerful brand that unifies the two regional banks which had merged to form the new organization, while honoring the legacy of both.
ACA Group won a Merit award in the Enterprise Rebrand category for a future-focused brand that transformed the traditional compliance consulting and benchmarking organization into a tech-forward governance, risk and compliance leader.
ASC Engineered Solutions won a Merit award in the Enterprise Rebrand category for work that combined Anvil International and Smith-Cooper International—both suppliers of industrial pipe fittings, valves and associated equipment—to signal the arrival of a new industry leader.
Broadview Federal Credit Union won a Merit award in the Enterprise Rebrand category for unifying two credit unions that merged to create the New York capital region’s largest financial institution with hundreds of thousands of members.
Dow won a Merit award in the Component Rebrand category for a robust corporate branding framework that is allowing Dow to find a place for its existing sustainability-oriented offerings while creating a comprehensive sustainability brand architecture for future products.
The Imagine® Visa Credit Card won a Merit award in the Brand Extension category for its issuer, Atlanticus, for a future-focused financial services brand designed to appeal to younger, tech-savvy consumers, a new demographic for Atlanticus.
About Tenet Partners
Tenet Partners is the only 100% employee-owned branding firm in the world. We transform 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.
About REBRAND™ and the REBRAND 100® Global Awards
REBRAND is the world’s leading platform for brand transformation insights, case examples, and programs. Celebrating its 20th year, the REBRAND 100® Global Awards is the foremost global recognition for excellence in brand transformation. This year, REBRAND™ also introduced an AI-driven knowledge base, enhancing insights into brand transformation success stories. For details, visit REBRAND.com.
For more information
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
March 11, 2024
Tenet Partners recognized in Gartner® Market Guide for Brand Consultancies
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
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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
Jessica McHie
Partner, Business Development
Business Development and Marketing
Tenet Partners

11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036 US
+1 212 329-3166
jmchie@tenetpartners.com tenetpartners.com
February 5, 2024
Tenet Partners recognized in 2022 Gartner Market Guide for Brand Consultancies
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.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
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.
For more information, please contact:
Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com
November 22, 2022