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

Cadence Bank Reveals Its New Logo

TUPELO, Miss. and HOUSTON (January 25, 2022) – Cadence Bank (NYSE: CADE) today announced a key component of its new brand identity: its new logo.

The new logo celebrates the combination of legacy BancorpSouth Bank and legacy Cadence Bank, N.A., which completed their merger in October 2021—becoming the new Cadence Bank, and indicates the company’s continued commitment to seeing its customers and communities prosper. It is the first of several elements to be announced as part of the company’s long-term brand strategy and identity.

“Both of our legacy companies – Cadence Bank and BancorpSouth – have rich histories of serving our customers and communities. Our new logo will build upon our respective legacies and carry us forward on our growth path,” said Dan Rollins, chairman and CEO of Cadence Bank. “We’re confident this new logo, as well as the other elements of our brand identity, celebrates our pasts, conveys who we are today and moves us into the future as a combined company.”

As part of its logo reveal, Cadence Bank will ring The Opening Bell® at 9:30 a.m. E.T. this morning at the New York Stock Exchange.

About the logo design

The logo’s design visually combines the Cadence name with a modernized interpretation of a tree, which is a nod to legacy BancorpSouth’s tupelo gum tree logo from the bank’s origin in Tupelo, Mississippi. The two sets of identical shapes, representing branches and leaves, demonstrate how the two legacy organizations have aligned and will work together in harmony with each other and our customers, finding the perfect balance of solutions for the customers and communities we serve. The upward motion of the design reflects the positive outcomes the company strives to provide to all of its stakeholders.

The company’s two primary brand colors, a rich teal and a bright green, reflect the combined color of the two legacy brands (BancorpSouth’s green and Cadence’s blue) creating a differentiated and modern expression in the market.

The Cadence name and “Bank” descriptor are set in Accord Alternate, which is a highly legible, accessible and distinctive font.

“Our company’s new visual identity illustrates the union of our two strong brands. The more we work together, the more we see our teammates’ shared focus on our customers and communities,” said Paul Murphy, executive vice chairman of Cadence Bank. “This is a significant milestone for the new Cadence and a key element of our brand story.”

Legacy BancorpSouth Bank and legacy Cadence Bank will continue to operate under their respective brands until system integration, which is expected to occur in October 2022. For now, customers should continue using their respective BancorpSouth or Cadence branches, checks, bank cards, online and mobile banking, and other banking services as they usually do.

Visit Cadence’s brand microsite for additional information about the new logo. To develop its new identity, Cadence collaborated with Tenet Partners, a New York-headquartered brand and innovation firm.

About Cadence Bank

Cadence Bank (NYSE: CADE) is a leading regional banking franchise with approximately $50 billion in assets and more than 400 branch locations across the South, Midwest and Texas. Cadence provides consumers, businesses and corporations with a full range of innovative banking and financial solutions. Services and products include consumer banking, consumer loans, mortgages, home equity lines and loans, credit cards, commercial and business banking, treasury management, specialized lending, asset-based lending, commercial real estate, equipment financing, correspondent banking, SBA lending, foreign exchange, wealth management, investment and trust services, financial planning, retirement plan management, and personal and business insurance. Cadence is committed to a culture of respect, diversity and inclusion in both its workplace and communities. Cadence Bank, Member FDIC. Equal Housing Lender.

SOURCE Cadence Bank

For further information:
Antrenise Robinson, (662) 680-2038 direct, (662) 213-9592 mobile, antrenise.robinson@cadencebank.com
Danielle Kernell, (713) 871-4051 direct, (713) 392-7709 mobile, danielle.kernell@cadencebank.com

Data science drives brand innovation in a unique new offering from Tenet Partners

New York, NY (April 16, 2021) – Tenet Partners has launched an advanced marketing analytics practice focused on applying machine learning, artificial intelligence and natural language processing to help marketers build, manage and optimize branding and innovation initiatives, thereby shifting their focus from hindsight to foresight—from reactive to proactive. The new practice, underpinned by a novel framework of interconnected models, is grounded in applied data science.

The CMO’s challenge: turning data into action

Leveraging technology to generate customer insight has become a key part of marketing and brand building. To this end, marketers have implemented a wide range of mar-tech solutions, customer experience management systems and research programs. These efforts have yielded a vast quantity of data, but much of its potential value remains untapped.

The next major task facing CMOs is to maximize the value of these investments by bringing the data together to see the bigger picture, create predictions and be more prescriptive in both brand strategy and tactics. The issue is finding a way to do so effectively and efficiently. This is far more than an exercise in traditional business intelligence and analytics. The challenges and complexities of joining customer, transactional and operational data across the enterprise—some of it unstructured data such as the content of emails and text messages—can be monumental. So are the opportunities: making use of data science to drive innovation and digital transformation offers exponential upside potential.

A quantum leap in data-driven transformation

Tenet’s interconnected models are built on the premise that data science is both transformative and scalable. Every marketer can start with the data that is available today and grow capabilities over time, adding new data sources and making new connections as they proceed down the path of digital transformation.

Through extensive and in-depth development, this novel approach enables clients to connect disparate data sets along with external data sources to produce advanced forecasting, predict business outcomes and optimize ongoing brand investment strategies. In addition, the dynamic framework provides real-time consumer sentiment, insight into purchase drivers, predicts consumer behaviors and observes customer experiences. In keeping with the philosophy of human-centered design, Tenet will combine deeply rooted design and systems thinking skills with the computational power of cloud computing and our proprietary data models to yield compelling insights, create deeper understanding of customers and deliver digital transformation at scale.

The experts behind the practice

Tenet CEO Hampton Bridwell says “data is a critical tool for building and managing corporate brands and their portfolios of products, services, and experiences. We have assembled the very best team of practitioners in enterprise-level data science and technology to create this new practice, the first and only of its kind among brand innovation agencies. This move marks the next evolution of our 25-year history of using data to deliver value to marketing leaders.”

Kellan Williams, Senior Partner and head of Tenet data science capabilities and Larry Roth, Senior Partner and head of Tenet’s digital arm, are leading the practice. Mr. Williams is an expert in data management and analytics, and is in charge of developing the interconnected data models that power the offering. He says that “there is a huge opportunity for brands to use advanced analytics to improve financial outcomes by moving from outdated BI tools that look backward to using advanced modeling to predict the future.”

In concert, Larry Roth will lead development of the solutions that will put Tenet’s sophisticated data models into action using proven tools such as IBM SPSS. His work will encompass the building of next-generation analytics platforms for data visualization, data interoperability and decision systems. Roth says “Our focus is helping clients turn data into usable insights that drive innovation. We can do this efficiently by combining our models with IBM SPSS Cloud computing to enable clients to streamline data movement. The resulting solution is secure and highly scalable, so we can move at speed and provide marketers with an unrivaled competitive advantage.”

About Kellan Williams

Kellan has 15 years of experience applying advanced analytics in nearly every sector and has held data science and analytics roles at Huntington National Bank, IBM, Safelite Autoglass, L Brands, PC Mall and Abercrombie and Fitch. His entrepreneurial spirit drives his curiosity to push the limits of what is possible and disrupt the status quo. He graduated from Ohio State University in under three years with a degree in Operations Management in 2005. Kellan is passionate about driving innovation and new product development via the most advanced Machine Learning, NLP, and AI models. His expertise is in applying supervised and unsupervised machine learning algorithms to real business problems to create lasting strategic and operational advantages for clients.

About Larry Roth

Larry is responsible for all digital and information technology projects, while also providing strategic direction to clients on how to derive the greatest benefits from advanced technologies. He focuses on how these technologies can increase business process efficiencies, reduce costs and enhance customer experiences. Larry is also an adjunct professor at the Rochester Institute of Technology in the Human-Computer Interaction department.

With over 20 years of experience in software development, Larry oversees his staff of engineers and UX specialists to ensure all digital deliverables give audiences a useful and enriching experience. He has worked with many brands including Xerox, Collins Aerospace, Edwards Lifesciences, Gore, CPSI, John Deere, UBS, Conduent, Amgen, CIEE, NAREIT, United Way, St. John’s University, Chevron, Lincoln Financial and CFA Institute, and others.

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

HBC and Tenet Partners initiate a long-term collaboration to build a global brand and launch HBC’s own branded consumer health products

New York, NY (December 11, 2020) – HBC has today started a long-term collaboration with Tenet Partners. Our goal is to build a consumer brand for HBC’s line of salmon-based products. Tenet Partners has an impressive and long track record in building powerful brands with a clear vision that motivate connections with consumers. We have experience across a multitude of sectors with particular focus on healthcare and consumer product sectors, making us an excellent partner for HBC. Within healthcare, Tenet’s clients include Amgen, J&J, Pfizer, Catalent and NPS Pharma and in consumer products we have worked with Colgate-Palmolive, Kraft, PepsiCo and even WellPet, a natural pet food brands owner.

The collaboration with Tenet will enable HBC to accelerate the development of its own brand and marketing strategy for its Consumer Health division. The Hofseth Group already has broad and well-established retail sales channels through which it will continue to place products, with existing access into over 40,000 retail outlets worldwide. Tenet’s approach to market analytics, branding and design will enable HBC to more rapidly utilize and monetize those sales channels as well as create its own brand for its unique, sustainable marine-derived products to be sold into segments such as OTC pharmacies, sports nutrition and cosmetics amongst others. Tenet offers e-commerce expertise, including engagement, technology and customer experience work, which will further help build HBC’s commercial reach for its B2C offering. Our breadth of work will be comprehensive including: new name development, developing a messaging matrix, new packaging concepts, new logo/identity and redesigning HBC’s own-product website.

As part of the transaction, Tenet Partners will also take more than half of the fees in the form of share options in HBC at par value that will vest and become exercisable upon the board of directors’ approval of Tenet’s delivery under the agreement’s main phase, tentatively by May/June 2021. Shares issued to Tenet following vesting and exercise of the options will be subject to a lock-up of 24 months as well, and Tenet will continue to deliver services to HBC during the lock-up period.

Tenet CEO Hampton Bridwell underscored that a close alignment of culture and philosophy is key for success. “Hofseth is a true innovator driven by vision, looking to push the boundaries. This venture is a great match for our brand-innovation approach and experience in building billion-dollar companies and product lines for B2B and consumer channels. Tenet’s proven approach is built on design-thinking and data science to yield consumer insights and an ability to scale brands through systems design” he said.

“Our relationship reflects this non-traditional mindset,” Bridwell noted. “Rather than a straight fee, we’re entering into a true equity partnership. That means we have ‘skin in the game:’ Our success will be directly tied to the results we achieve together. The fact that Tenet is employee-owned made this possible. Our 100% Employee Owned culture gives us financial flexibility and a venture-growth mindset that we believe is perfect to help HBC build a tremendous consumer business worldwide.”

“We see this as a wonderful opportunity to align with a company that shares our values at a very deep level,” Bridwell noted. “Hofseth is and always has been focused on sustainability and improving life. This complements Tenet’s ongoing commitment to positive societal and human impact, through our work with organizations such as Sustainability Accounting Standards Board and Smithsonian Environmental Research Center.”

Roger Hofseth says: “This multi-year collaboration with Tenet Partners is yet another example of how we are taking decisive steps forward in building our foundation for scalable sales growth. Building a brand needs to be done with a long-term, professional approach with the very best in the business. We have every confidence in Tenet Partners’ future success given their proven track record and enthusiasm towards the scale of the opportunity at hand. A recognizable brand will help drive sales purchased through the internet or directly through pharmacy, drug and retail stores. It is very important to “consume-ify” our natural ingredients in a way to connect with consumers all over the world. A successful brand will give us the best possible chance of success in the higher margin, direct to consumer vertical. We are delighted that Tenet will not only be our brand builder but also a meaningful investor in our business ensuring a perfect alignment of interests between us.”

This collaboration dovetails with the recent announcement of the hiring of senior sales executives from GSK and JNJ with Andy Gill and Will Urban Smith joining to expand HBC’s Consumer Health division. Their experience and knowledge from helping develop some of the world’s most recognizable consumer brands from Voltaren to Nicorette, will play a crucial role in the product development phase with Tenet and ensure the project is a success.

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

Tenet Partners and Mastercard score gold in 2020 Transform Awards North America

New York, NY (December 04, 2020) – Tenet Partners has won top honors in the 2020 Transform Awards North America for its development of a new brand for longstanding client Mastercard. The Mastercard ID brand took gold for Best Development of a New Brand Within an Existing Brand Portfolio.

The annual awards are given by Transform Magazine in recognition of exemplary work in brand development and the growing importance of brand in strategic corporate communications. This is one of the largest awards competitions in the industry and represents many of the top firms in Tenet’s category.

“This is the sixth year that the Transform Awards North America has celebrated the transformative power of brand strategy and design. Every year it has got bigger, and the work we have celebrated has got better. We’ve seen a challenging year, but the number of entries and especially the caliber of entries has just been fabulous,” says publisher of Transform magazine, Andrew Thomas.

This recognition highlights Tenet’s ability to dig deep into a client’s brand strategy and identity, yielding a differentiating brand with a strategically defined connection to Mastercard.

“We’re very proud to have captured the top slot in this year’s competition,” said Hampton Bridwell, CEO of Tenet Partners. “It’s a powerful testament to the expertise and focus of our design, strategy and digital teams, as well as the close ongoing relationship we have with Mastercard.”

The award-winning work spanned Tenet’s full skillset and included research-driven positioning and naming, logo and visual system design, along with usage and application guidelines.

Visit our case study showcasing the Mastercard ID work.

See the full list of winners and view a rebroadcast of the awards here.

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

Together we stand

New York, NY (June 23, 2020) – Over the past weeks our country is once again grappling with a simple fact: Black people are systematically oppressed. The tragic deaths of George Floyd, Ahmaud Arbery, Breonna Taylor, and countless other Black lives that have been lost to police brutality, hate crimes and social injustice are intolerable.

We stand against systemic racism because we believe Black lives matter.

We stand with people who have the right to feel safe, valued, and heard.

We stand with those asserting their right to protest and speak out against the unjust loss of Black lives.

It is our responsibility to add our voice to the growing chorus demanding change in the hopes that together, we can build a more just and equitable society for all Black Americans. In support of our employee-owners, our clients and our communities, our company reasserts our commitment to never tolerate racism and prejudice.

To fund action, Tenet is matching individual employee contributions to Black Lives Matter and related causes of their choice up to $250.

Tenet Partners Launches 2020 Top 100 Most Powerful Brands Report

New York, NY (June 17, 2020) – Tenet Partners today released its 2020 Top 100 Most Powerful Brands report, which ranks the strongest brands across 50 industries, including tech, food, retail, automotive and financial services. Companies that land a spot on this list have captured high awareness and positive brand perception in the marketplace.

The report comes at a time of great market uncertainty during the current pandemic, and provides an insightful snapshot of brands’ standings pre-COVID.

Each year we create this report using data from our CoreBrand Corporate Brand Index — an objective, quantitative benchmark study validated by the Marketing Accountability Standards Board (MASB).

We use quantitative research from 10,000 consumers and business decision makers to measure brand awareness (Familiarity) and perception (Favorability) for each company in our index, which is then combined to calculate a company’s brand strength, or, as we call it, “BrandPower.” Objective measurements of these metrics often provide meaningful indicators of a company’s management effectiveness, and therefore financial performance.

“What is interesting, and unique in modern history, is witnessing many industries face dramatic headwinds while others rise to newfound dominance,” said Hampton Bridwell, CEO at Tenet Partners. “It may take years to close the divides between the haves and have nots, if it’s even possible.”

The CoreBrand Index is the longest running study of corporate brands in the United States. For over 25 years, the research methodology has remained consistent, providing an unparralled view in the history and evolution of corporate brands through individual reputation crisis, mergers and acquisitions, new entrants and macro-economic cycles. The CoreBrand BrandPower score is the primary metric underpinning the BVAL Index. BVAL, traded on the NYSE, is the only ETF that seeks unrealized value of corporate brands that are part of the S&P 500.

Most Innovative Health Care Brands of 2020

  • Pfizer
  • Johnson & Johnson
  • Bristol Myers Squibb

Most Innovative Technology Brands of 2020

  • Google-Alphabet
  • Amazon
  • Apple

Most Innovative Financial Brands of 2020

  • Visa
  • American Express
  • Mastercard
  • Morgan Stanley

To download the full report for a comprehensive look at this year’s findings, including analysis of the Top 100 brands, visit our website. To join the conversation on social media, use the hashtag #Tenet100.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a blend 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-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

Tenet Partners Wins Top Honors in 2020 REBRAND 100® Global Awards

New York, NY (March 04, 2020) – Tenet Partners wins top honors in the 2020 REBRAND 100® Global Awards for its brand transformation work for clients W. L. Gore & Associates, Cybersecurity Talent Initiative, and TrustedPlace. The prestigious 2020 REBRAND 100® Global Awards celebrates the creativity and design of the best brand transformation projects launched between January 2017 and October 2019.

The REBRAND 100® Global Awards recognizes excellence in brand transformation and showcases the power of brands as key assets of businesses and organizations around the world. An international panel of industry experts analyzes the before and after state of the brand and measures its impact on strategic business goals and target markets. The prominent, global, multidisciplinary jury reviewed the work in more than 37 industries from around the world.

This recognition is a powerful example of Tenet’s deep branding expertise and strong track record of delivering high-quality results for clients.

“With this year’s awards, Tenet has captured eight REBRAND 100 awards over a few short years. As the only 100% employee-owned branding firm in the world, our commitment to client success and business impact is at the forefront of how we define success,” said Hampton Bridwell, CEO at Tenet Partners. “These awards reinforce our resolve to create extraordinary brands for clients and is an amazing testament of our strategic and creative talent.”

TrustedPlace, an HSB insurance service and division of MunichRe, wins the Distinction award. For this rebrand of consumer breakdown insurance, Tenet created a novel, character-based logo design for TrustedPlace that captures consumer empathy and leaves an indelible impression of security and friendliness.

W. L. Gore & Associates, known for global brands such as GORE-TEX and Elixir® Strings, wins the Merit award. Tenet collaborated with this global technology leader to develop a robust visual and verbal identity system that unified the enterprise under “One Gore”.

Cybersecurity Talent Initiative wins the Merit award. Mastercard, in collaboration with Microsoft, Workday and the nonprofit, nonpartisan Partnership for Public Service launched the Cybersecurity Talent Initiative – a first-of-its-kind public-private partnership to recruit the nation’s best minds to defend against global cyberattacks. Tenet developed the brand strategy, brand name and visual identity for the new organization.

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.

About REBRAND™ and the REBRAND 100® Global Awards

REBRAND is the world’s leading platform for brand transformation insights, case examples, and programs. Celebrating 15+ years of excellence, its renowned REBRAND 100® Global Awards is the most prestigious, juried recognition for repositioned brands. Featured in such media as The Wall Street Journal, BBC, articles and books, results have generated the most comprehensive global library of brand change.

For more information, please contact: Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212 329-3166
jmchie@tenetpartners.com

Tenet Partners Wins Accolades at the Transform Awards North America 2019

New York, NY (November 14, 2019) – Tenet Partners wins three awards for the exemplary work its team did for clients Storylines Inc., Sonepar USA, and Connecticut Fund for the Environment/Save the Sound. Tenet’s excellence in rebranding and brand development captured recognition at the fifth annual Transform Awards North America in New York City.

The Transform Awards, established in 2009, celebrates great branding and strategy. Each year, the very best agencies are recognized for outstanding creative work spanning corporate and product brand development. More than ever before, a strong brand is vital for driving customer loyalty and business outcomes. The growing influence of customer experience design highlights the need for companies to build high-performing brands and high-impact innovations to achieve success.

“I am so proud of our team. Collaborating with clients and consumers to build high performance, creatively enduring brands is at the heart of Tenet and how we work. This year’s Transform awards are a tremendous recognition of our mission, our employee-owners and the relationships that we enjoy with our clients,” said Hampton Bridwell, CEO at Tenet Partners. “From a startup, to a global industrial company, to a non-profit working to address climate change, the power of branding and innovation are clearly illustrated in these programs. It’s wonderful to be honored for the work”

Tenet’s work garnered three awards for its innovation in brand strategy and digital transformation, including:

  • Bronze in Best strategic or creative development of a new brand for Storylines
  • Bronze in Best development of a new brand within an existing brand portfolio for Sonepar
  • Highly Commended in Best rebrand of a digital property for Connecticut Fund for the Environment/Save the Sound

“This year, the caliber of submissions has been phenomenal, and clients and agencies that have won have demonstrated outstanding creative ability and strategic insight,” said Andrew Thomas, publishing editor at Transform magazine, a companion to the Transform awards program.

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

Tenet Partners Launches 2019 Top 100 Most Powerful Brands Report and Innovation Rankings

New York, NY (June 27, 2019) – Tenet Partners today released its 2019 Top 100 Most Powerful Brands report, which ranks the strongest brands in tech, food, retail, automotive and financial services. Companies that land a spot on this list have captured high awareness and positive brand perception in the marketplace.

The data used to create the report is from our CoreBrand Corporate Brand Index — an objective, quantitative benchmark study validated by the Marketing Accountability Standards Board (MASB).

We use quantitative research from 10,000 consumers and business decision makers to measure brand awareness (Familiarity) and perception (Favorability) for each company in our index, which is then combined to calculate a company’s brand strength, or, as we call it, “BrandPower.” Objective measurements of these metrics often provide meaningful indicators of a company’s management effectiveness, and therefore financial performance.

“A common thread running through these companies is an unrelenting embrace of data. For many of the companies that are lagging, closing the data gap is a daunting prospect,” said Hampton Bridwell, CEO at Tenet Partners. “Big tech companies are accelerating the digital economy at a blinding pace, bringing levels of capital investment that are hard to match.”

Most Innovative Financial Brands of 2019

  • Visa
  • American Express
  • Mastercard

Innovation plays a critical role in the strength of a company’s brand. This is important because companies need innovation to sustain competitive advantage and long-term performance. Therefore, a culture of innovation that permeates the organization is a key factor driving brand success and creating solid brand equity.

In 2017, we introduced a new component, asking survey respondents to judge companies based on what they perceived as a culture of innovation. This innovation metric was applied to 160 companies across all industries for which data exists going back to the beginning of the CoreBrand Index over 25 years ago.

Most Innovative Food Brands of 2019

  • Hershey
  • General Mills
  • Campbell Soup

“For innovation to be more than a buzzword, it must be supported and promoted by management and employees throughout a corporation’s culture,” said James Gregory, Chairman Emeritus at Tenet Partners. “This consistent Culture of Innovation (COI) can be seen in the ways a company puts a priority on advancing new ideas that will create value across all operations.”

Most Powerful Technology Brands of 2019

  • Google
  • Facebook
  • Amazon
  • Twitter

Most Powerful Retail Brands of 2019

  • Barnes & Noble
  • Gap
  • Walmart
  • Target

To download the full report for a comprehensive look at this year’s findings, including analysis of the Top 100 brands, visit our website. 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 blend 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-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

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