Category: New York, NY

New York, NY (August 09, 2017) – Tenet Partners today relaunched Brand Ensemble, its leading brand asset management (BAM) and digital asset management (DAM) platform. The re-engineered, cloud-based offering brings together a comprehensive set of capabilities to enable digital transformation for brand managers at large enterprises.

For more than 20 years, large brands such as Xerox, Amgen, Conduent, Travelers, and CFA Institute have trusted Tenet’s innovative software and client-centered approach to create a stronger more consistent brand.

Now, increasingly complex channels, partner relationships, marketing systems and global operations have created new challenges for those responsible for managing brand assets. Brand Ensemble addresses these issues in a single platform that unifies eight solutions brand managers need to succeed in today’s fast moving environments.

Brand Ensemble’s core features include:

• Brand portal
• Digital asset management
• Photo library
• Logo selector
• Approval workflow
• Brand audit
• Ad builder
• Access control

In a dynamic, digital world, companies need a DAM to manage the deluge of digital assets they generate to scale their marketing strategies. From strategy to launch, Tenet Partners provides an end-to-end solution that helps companies to build, secure, and utilize a central library for all their digital assets including guidelines for their use.

Tenet has long championed robust, simple digital asset management as a tool for enhancing brand value, and was a pioneer in the space. “Our first implementation of an enterprise BAM/DAM system was for Texaco in 1999. We were the first company to implement a global, multi-language, digital brand management platform for a major US corporation,” said Larry Roth, Senior Partner at Tenet Partners. “An ‘ease of use’ philosophy that tailors content based on user profiles was a hallmark of the Texaco implementation. Improving usability was instrumental in transforming brand management at Texaco and remains a guiding principle.”

In building and maintaining a strong brand image, consistency and strict adherence to guidelines is fundamental to the maintenance of brand value. Large organizations with brands to match must supply guidelines, education, tools, and training to secure and grow their brand’s impact in the marketplace. Instead of ad hoc distribution of PDFs via Dropbox or Google Drive, Brand Ensemble provides a complete platform tailor-made for a company’s brand management workflows. As a result, marketing and creative teams have ready access to the assets, up-to-date guidance and approval tools they need to consistently produce on-brand work.

The solution readily scales to accommodate complex enterprise needs. Brand Ensemble’s largest implementation had over 70,000 pages and 20 million monthly page views. Currently, over 200,000 people in more than 50 countries and communicating in six different languages rely on Brand Ensemble daily.

“Brand Ensemble is engineered to deliver, on a global scale, a robust core of capabilities that are customized to the specific business processes and control systems of a company,” said Hampton Bridwell, CEO at Tenet Partners. “We do not believe in the one-size-fits-all approach. In our experience, customizing the solution for the individual client delivers much better return on investment, and this is borne out in the marketplace. Many of our customers today have abandoned systems from our competitors in favor of a Brand Ensemble implementation from Tenet Partners.”

About Brand Ensemble

Brand Ensemble is an innovation developed by Tenet Partners, a 100% employee owned firm based in New York City. At Tenet, we believe companies need a new set of principles to grow business in a digital world. Respecting collaborations with thinkers and doers, distilling value from analytics, and making meaningful connections with employees and clients — these are convictions that put customers at the center of your brand and business strategies.

For more information, please contact:

Jessica McHie
Business Development and Marketing
Tenet Partners
1 212-329-3165
inquiries@brandensemble.com

New York, NY (July 18, 2017) – Tenet Partners today is named among the top New York City agencies of 2017 by B2B ratings and research firm Clutch, which uses ongoing research of leading B2B firms in New York to pinpoint the top providers in industries such as, advertising, branding, public relations, social media management, SEO, pay-per-click, digital, mobile app development, and custom software development. Take a look at what clients are saying about Tenet Partners on Clutch.co.

“Being recognized by Clutch as one of the best branding and innovation firms in New York City speaks volumes about our commitment to deliver the highest quality work for clients, the enormous talent of our people, and the culture of our firm,” said Hampton Bridwell, CEO at Tenet Partners. “The reviews from clients reinforces the magic of our 100% employee ownership model, which enables us to attract and retain the best talent and consistently do what’s right for our clients and to focus on their needs.”

Clutch identified the best agencies and developers in New York based on its long-standing methodology that tracks the industry expertise of service providers against their ability to deliver quality results to clients. Tenet Partners lands a top spot on Clutch’s list of the best branding agencies because of a unique skill that sets the company apart from others.

“Our ability to tightly fuse brand and innovation is really what makes us different from other agencies,” Bridwell said. “This unique ability to challenge clients, reimagine their businesses, and ignite growth is why clients value our work.”

Companies featured on Clutch are evaluated on their market presence as demonstrated by the services they offer, clients they serve, and examples of quality projects they have completed. Also, companies are evaluated by their clients through firsthand interviews conducted by Clutch analysts. These reviews are published on their company profiles on Clutch.co.

“New York City is known for being a global hub for advertising, design and innovation. For this reason, it can be incredibly difficult for agencies to stand out among their competitors,” said Jenna Seter, business analyst at Clutch. “All of the companies featured today have accomplished exactly that — proving themselves as leaders in their industries as a result of their commitment to clients, passion for their work, and ability to generate results.”

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.

About Clutch

A B2B research firm in the heart of Washington, DC, Clutch connects you with the agencies and software solutions that can help you enhance your business and meet your goals. Our methodology maps agencies and software solutions based on consumer reviews, the types of services offered, and quality of work.

For more information, please contact:

Valerie Chernetskyy
Manager, Marketing Communications
Tenet Partners
+ 1 212 329-3034
vchernetskyy@tenetpartners.com

New York, NY (June 13, 2017) – Exponential ETFs and Brandometry today launched the Brand Value ETF (NYSE: BVAL), which uses Tenet CoreBrand 1000 Data to identify companies with strong brands whose latent value has not yet been realized by their stock price. The exchange-traded fund (ETF) will trade on the New York Stock Exchange.

“This is a historic moment for Tenet Partners and the application of our CoreBrand Analytics capability. The corporate brand is one of the largest off-balance sheet assets that receives significant capital but has been elusive to quantify and incorporate into investment strategies until now,” said Hampton Bridwell, CEO of Tenet Partners.

The Brand Value ETF tracks the BrandTransact50® index (BTW50), a primarily large-cap portfolio that provides the benefits of intelligent security selection using advanced analytics and a rules-based format. The BTW50 index is underpinned by the CoreBrand® 1000 brand performance data from Tenet Partners and financial analytics from Toroso Investments, co-developers of the index.

James Gregory, Tenet Partners Chairman, steered the creation over 25 years ago of the only data-driven, quantitative brand performance measurement. “Brand value is the culmination of business process design, organizational culture, communications investment, and customer experience. This represents a significant portion of a company’s stock price that and can be quantified using CoreBrand Analytics,” Gregory said. “The future of investing is going to take a harder look at these assets that represent a larger and larger role in the value of corporations.”

The index equally weights the top 50 companies within the Wilshire 5000 Total Market Index™ that exhibit a discount of brand and intangible asset value to market cap. In short, this index identifies companies with unrealized brand value that have high potential for margin expansion.

“Today most corporate value sits under an all-encompassing umbrella called ‘Brand’ and we can now combine qualitative and quantitative measures to identify total brand value. It is vital the market pays attention to these new ways of identifying unrealized value for investors,” said Susan Avarde, Co-Founder of Brandometry and former Head of Global Brand, Citigroup Inc.

About Tenet Partners

The underlying analysis of the BTW50 index includes a cross reference to historical brand value metrics provided by Tenet Partners, a highly-recognized authority on brand innovation, measurement and valuation that currently analyzes over 1,000 US publicly traded companies comprising the Tenet^℠ CoreBrand^® 1000. Tenet uses a highly stable, quantitative benchmark tracking system with a proprietary model correlating corporate brand to market capitalization. Tenet has been compiling quarterly brand data for US companies consistently since 1994.

About Exponential ETFs

Exponential ETFs offer exchange traded funds in partnership with select asset managers. These managers are chosen for their ability to utilize differentiated approaches to investing that seeks to provide superior results for investors. Backed by over 30 years of ETF industry expertise, Exponential ETFs are built and managed using the industry’s best practices, and are overseen by an experienced product management team and an industry leading capital markets infrastructure. Exponential ETFs is wholly owned by ACSI Funds.

About Brandometry

Brandometry provides research for advisors and clients striving for alpha performance by signaling when to own leading brands. Brandometry has pioneered a new, non-traditional index based on “Brand”. The BrandTransact 50^® index identifies companies worthy of investment that share high value potential and positive brand resonance. The Index uses a rules-based methodology to identify strong brands that maintain brand equity value not reflected in share price.

About ACSI Funds

ACSI Funds is a boutique asset manager that creates investment products based upon proprietary customer satisfaction data from the nationally recognized American Customer Satisfaction Index (ACSI). The ACSI was created in 1994 by Dr. Claes Fornell, University of Michigan Professor Emeritus, and measures over 350 brands, engaging over 100,000 household customers each year to identify trends in customer satisfaction and provide benchmarking insights for companies, industry trade associates, and government agencies. The American Customer Satisfaction Core Alpha ETF was named ETF Innovation of the Year at the 2017 Fund Action ETF Innovation Awards. The firm and the ACSI ETF were also nominated for the 2017 ETF.com Awards as the most innovative new ETF and the new ETF issuer of the year.

About Wilshire Associates

Wilshire Associates (Wilshire^®), a leading global financial services firm that provides consulting services, analytics solutions and customized investment solutions to plan sponsors, investment managers and financial intermediaries. The firm was founded in 1972, providing revolutionary technology and acting as an early innovator in the application of investment analytics and research to investment managers in the institutional marketplace. Wilshire calculates ‘Powered by Wilshire’ indexes based on third-party supplied methodology and makes no representation about the intended purpose or methodology used to construct them.

An investor should consider the Fund’s investment objectives, risks, charges and expenses carefully before investing. The prospectus or summary prospectus contain this and other important information about the Fund and are available at acsietf.com or by calling 1-800-617-0004. Please read the prospectus or summary prospectus carefully before investing.

Investing involves risk. Principal loss is possible. The Index relies heavily on proprietary quantitative models as well as information and data supplied by third parties (Models and Data). Because the Index is composed based on such Models and Data, when such Models and Data prove to be incorrect or incomplete, the Index and Fund may not perform as expected. As with all index funds, the performance of the Fund and its Index may differ from each other for a variety of reasons. For example, the Fund incurs operating expenses and portfolio transaction costs not incurred by the Index. In addition, the Fund may not be fully invested in the securities of the Index at all times or may hold securities not included in the Index. The Fund has the same risks as the underlying securities traded on the exchange through the day. Redemptions are limited and commissions are charged on each trade, and ETFs may trade at a premium or discount to their net asset value.

Shares of the Brand Value ETF may be sold throughout the day on the exchange through any brokerage account. However, shares may only be redeemed directly from the Fund by Authorized Participants, in very large creation/redemption units. There can be no assurance that an active trading market for shares of an ETF will develop or be maintained.

Alpha, often considered the active return on an investment, gauges the performance of an investment against a market index used as a benchmark.

The BrandTransact 50^® Index seeks to identify companies worthy of investment that share high growth potential and positive brand resonance. The Index uses a rules-based methodology to identify strong brands that maintain brand equity value not recognized in share price. The Index represents those top 50 companies, equally-weighted, determined per the scoring process. The Wilshire 5000 Total Market Index^™ measures the performance of all U.S. equity securities with readily available price data. Approximately, 5,000 capitalization-weighted security returns are used to adjust the index. It is not possible to invest directly in an index.

ACSI Funds, a registered investment adviser, serves as investment adviser to the Brand Value ETF through its Exponential ETFs platform, and is paid a fee for its services.

Criteria related to the ETF Innovation of the Year award and ETF Newcomer of the year nomination can be found here: http://bit.ly/2ptWzCU The Fund did not win the award for ETF Newcomer of the Year.

The Brand Value ETF is distributed by Quasar Distributors, LLC.

For more information, please contact:

Valerie Chernetskyy
Manager, Marketing Communications
Tenet Partners
+ 1 212 329-3034
vchernetskyy@tenetpartners.com

New York, NY (March 07, 2017) – Tenet Partners, in association with TalentCulture, presents Company Brand Culture at the intersection of brand and HR

Your brand is the promise your marketers say your company will deliver to your customers. Your HR team ensures your employees deliver on that distinctive customer experience. To extend our knowledge of the factors that impact brand culture, we recently surveyed employees at companies in the US and UK to find out what influences how employees live a company’s brand. We conducted the study over a two-week period at the beginning of 2017 and heard from representatives from over 50 companies.

We found that there are many factors that influence brand culture including the importance of communicating and reinforcing a company’s brand, brand aligned recruitment, engagement and retention. In our recent TalentCulture #WorkTrends podcast, we shared some of our high-level insights on these topics. To see the survey results and to gain some deeper insights register for this FREE webinar on March 28th from 1:00 – 2:00 PM EDT.

New York, NY (February 09, 2017) – Our Culture Track practice is deepening its approach to employee engagement. To help us shape the kind of work we do in the future and share best practice with the branding community, we have been researching the key factors that influence brand culture. We surveyed employees at companies in the US and UK to find out what influences how employees live a company’s brand. We conducted the study over a two-week period at the beginning of 2017 and heard from representatives from over 50 companies.

We found that there are many factors that influence brand culture. Some include the importance of communicating and reinforcing a company’s brand, brand aligned recruitment, engagement and retention.

In our #WorkTrends podcast on February 22nd we’ll be sharing some of our high-level insights on employee engagement, brand culture and employee retention when we speak with Meghan Biro, founder and host of TalentCulture, a popular online program targeted to HR and Cultural audiences.

To find out more about the upcoming show, follow the TalentCulture #WorkTrends hashtag on Twitter and look out for us on February 22nd. We can’t wait to hear your insights!

On our Twitter chat, we will share the top-level headlines from our research; but for deeper insights, you can join our FREE webinar on March 28th. Just click here to sign up.

New York, NY (February 03, 2017) – Tenet Partners through its strategic partnership with Verv Innovation is offering 10-15 hours of innovation consulting through the Charitybuzz online auction. Start bidding!

This includes a kick-off meeting (either in-person at Tenet’s New York City office or via teleconference) to learn more about your organization and your business goals, preliminary research, an in-person workshop and a final brand findings report.

Our proven Co-Magination^® approach brings designers, strategists and client participants together to deliver exciting, on-strategy and actionable solutions in durables, packaged goods and services. Learn how to create unexpected, high-impact opportunities that will move your brand forward.

Your one-day workshop includes:

• Review of your chosen product and service innovation opportunity, and use of our analytical tools to focus on platforms for innovation.
• Customized activities and interactive exercises designed to fuel preliminary concepts and inspire real-time early state solutions.
• Customer journey mapping that will help you assess, visualize and improve customer experiences at key brand touchpoints.

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

Our strategic partnership with the Verv Innovation team has redefined how we help clients create and deliver successful innovations for products and/or services that are used in homes and workplaces. By bringing consumers and clients closer to the design process, we have delivered breakout innovations for many of the word’s most prominent brands, including: 3M, Abbott, Clorox, Calphalon, Colgate-Palmolive, Kraft Foods and LG Electronics. Learn more at http://www.vervinnovation.com.

Additional lot details

• Expires 1 year from the close of auction.
• To be scheduled at a mutually agreed upon date.
• Experience cannot be resold or re-auctioned.
• Cannot be transferred.
• Travel and accommodations are not included. (All required meetings and workshops would take place at Tenet’s New York City office, located in Chelsea, home to NYC’s largest start-up community).
• Participants must represent a consumer service provider or product manufacturer.
• Tenet Partners reserves the right to invite outside participants that will enhance the workshop experience, including but not limited to: current/past clients, designers, consumers and key stakeholders.
• We expect all winning bidders and their guests to be committed to the task at hand and conduct themselves accordingly when attending an experience won at Charitybuzz. Polite manners and respect for the generous donor and adherence to any rules or parameters are a must.

New York, NY (December 05, 2016) – The concept of Disruptive Innovation in the mainstream lexicon of business by Professor Christensen is well established. But not much has been written about utilizing the brand to manage the changes that are potentially disruptive to your business or industry.

In the latest publication of the *Journal of Brand Strategy* (Vol. 5, No. 2, 142-149), Tenet Chairman, James R. Gregory and Hampton Bridwell, CEO and Managing Partner of Tenet, examine how customer experience management is one of the best tools in protecting your brand against disruptive intrusions.

Download the full article from the Journal of Brand Strategy: https://www.henrystewartpublications.com/jbs/sample9

New York, NY (September 13, 2016) – Tenet Partners today announced a strategic investment in Verv Innovation Partners LLC. The investment enhances Tenet’s ability to deliver a robust suite of product and service innovation capabilities into high-growth categories, including consumer packaged goods and durable products. The transaction expands Verv Innovation’s reach into new industries and sectors including financial services, insurance, medical device, pharmaceuticals, technology and industrial companies.

The partnership accelerates growth by adding product innovation capabilities to Tenet’s disciplines in brand strategy and digital to deliver greater value across the customer journey. In addition, Tenet and Verv will address current and emerging brand innovation opportunities presented by the growing dominance of mobile, connected products and the IoT (Internet of Things).

For nearly 20 years, the Verv Innovation team has redefined how to create and deliver successful innovations for products that are used in homes and workplaces. By bringing consumers and clients closer to the design process, from initial insights to concept development and refinement, the firm has helped deliver breakout product innovations for 3M, Abbott, Brita, Calphalon, Colgate-Palmolive, GM, Kraft Foods, LG Electronics and Thermos.

“In today’s digitally driven market, brand innovation success relies on the ability of teams to fuse customer insights, business strategy, design and digital transformation capabilities,” said Hampton Bridwell, CEO of Tenet Partners. “Adding specialists in product design and innovation to our strategy and digital talent is very exciting. This opportunity gives us the ability to turn business strategy into brand innovations that become the products and services that drive revenue growth for our clients.”

The partnership is a strong strategic fit adding new capabilities.

• Co-Magination℠: Verv brings an agile design and consumer-insight methodology called Co-Magination. This powerful design method yields new innovations in shorter development cycles needed in fast-moving markets. Co-Magination is a methodology comprised of proven tools that put all project stakeholders hip-to-hip with Verv’s design innovators to capture and translate fresh insights that inspire real-time concepts and unrecognized opportunities. Coupled with Tenet brand strategy, digital tools and data analytics capabilities, Co-Magination will be a valuable tool in delivering innovations for clients.

• Brand Innovation Lab: Tenet will immediately launch the Tenet Brand Innovation Lab, in NYC, to enable clients’ easy access to a dynamic creative environment in the heart of Chelsea, home to New York City’s largest start-up community. The Lab will be a unique space to fuel collaboration between researchers, strategists, industrial designers and digital specialists along with emerging technologies that are forming the connected customer experience.

“Verv Innovation has emerged as a leader in the evolution of design thinking and co-creation,” said David Demar, Principal of Verv Innovation. “Because of our extensive experience in building co-creation techniques, we are most capable of creating the next-generation of collaborative innovation. Our unique approach infuses design innovation with creative energy throughout our process, from insight to innovation.”

“There has never been a better time to unite world-class brand and product development expertise to define the next generation of customer experience. We’re excited about this next step with Tenet Partners and particularly the opportunity to make our proven techniques, including our novel Co-Magination process, a reality for companies seeking to accelerate growth and value for consumers” said Ken Miller, Principal of Verv Innovation.

“By combining this with our global expertise in business strategy, brand design and digital, we can now create and connect the customer experience in all channels,” added Bridwell.

Verv principals Ken Miller and David Demar, will be become Partners at Tenet and will report to Russ Napolitano, Tenet’s Chief Operating Officer. Verv Innovation will retain its name and expand into Tenet’s New York City and Santa Monica offices to serve existing clients and establish new relationships as part of Tenet Partners.

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.

About Verv innovation

Verv Innovation is an integrated product design and innovation firm. For nearly 20 years, Verv has optimized the pathway from inspiration to innovation, delivering new products and experiences that people love and value. Our unique blend of agile design philosophy and patented tools, such as Co-Magination℠, brings customers deep into the design and development process enabling us to development breakthrough products and services. As a full-service firm, our capabilities include consumer insight, design strategy, concept development and industrial design. The holistic integration of these disciplines, and the proprietary tools that link them, serve as the basis for solutions that are visualized in form and function, creating high-impact opportunities for many of the world’s most prominent brands.
http://vervinnovation.com

For more information, please contact:

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

New York, NY (August 23, 2016) – Tenet Partners, a leading brand innovation firm, announced the release of its Brand Performance Dashboard. This on-demand platform provides companies and their agency partners with instant desktop access to valuable KPIs to measure the success of corporate branding initiatives. Tenet brand image, reputation and financial metrics provide important leading indicators to round out many of today’s corporate balanced scorecards.

Completely transparent in approach and methodology, the Brand Performance Dashboard provides instant access to updated:

• Brand valuations
• Analysis of corporate brand contribution to market capitalization
• Trended quarterly data to benchmark the performance of companies’ competitive strengths and opportunities for improving business results
• Insights on corporate reputation, reputation of management and investment potential
• Reporting and exportable data for use in broader business analytics and balanced scorecards

“Tenet Partners Brand Performance Dashboard is an innovative capability for executives and boards that must quantify and manage a company’s most critical asset, its corporate brand,” said Hampton Bridwell, CEO and Managing Partner at Tenet. “Executives are increasingly faced with how to report quarterly to boards and investors on the value of intangibles, including the brand, enhance annual strategy planning, and better inform investors on communication and marketing investments. The Brand Performance Dashboard empowers executives to respond quickly and efficiently with trusted, and reliable data that span over 22 years.”

Leveraging a Rigorous Quantitative Methodology

With over 22 years of consistent brand image data for 1,000 companies, this leading-edge platform provides leaders with a comprehensive view of their corporate brand. Through continuous tracking each year, brand image and reputation data is captured through rigorous telephone interviews among 10,000 influential consumers and business decision makers. Using a unique blend of data analytics and strategic consulting, this new solution gives management unrivaled, real-time access and insight to transform their brand, traditionally treated as an intangible asset, into a company’s foremost tangible asset – one that can be measured, shaped and managed to deliver greater value.

Performance and Flexibility

The Brand Performance Dashboard is a highly flexible platform that can be customized specifically to measure a client’s brand against its competitors and/or peers. Measured nationally in the US, the Dashboard can be further customized to include additional target audiences, image attributes and regional and global perspectives.

Revolutionizing Brand Value Creation

In combination with Tenet advisory services, including custom research, analytics, and brand strategy, companies can strengthen the performance of their corporate brand and create competitive advantage.

An Unprecedented Link Between Brand Performance and Financial Results

Underscoring the critical importance of Tenet CoreBrand Data, it is the underlying component in the BrandTransact Index^® (BTW50_). The _BTW50 is the first brand-based Index combining brand value metrics with Wall Street analytics to create a rules-based methodology, identifying companies whose share value is not fully recognized in the US markets.

To learn more about the Tenet Brand Performance Dashboard and advisory services, please contact Steve Makadok to schedule a demonstration:

Steve Makadok
Partner, Strategic Business Relations
Tenet Partners
smakadok@tenetpartners.com
Phone: 203-423-0943

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 press inquiries, please contact:

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

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