Category: News

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

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.”

Award Winning Projects Featured:

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

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

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

New York, NY (May 14, 2019) – Tenet Partners’ design work for Mastercard and Partnership for Public Service leads to the launch of the Cybersecurity Talent Initiative – an innovative program that addresses the urgent need for cybersecurity talent in the government and corporate workforce. This public-private coalition connects the best and brightest new technologists with high impact, high visibility opportunities to protect the nation and digital economy.

Tenet’s involvement in the Cybersecurity Talent Initiative started in February 2018 when the team was tapped to spearhead the naming and visual identity of the employment program. Together with Mastercard, Tenet drew from the key components of the program – values, attributes and qualities – to create a name, logo and design system that captures the importance of the initiative and pulls from both technology and government influences to resonate with computer science graduates and communicate the program’s core mission.

Tenet’s critical role in developing the name and visual identity of the Cybersecurity Talent Initiative stems from a 22-year relationship with Mastercard. Over the course of those years, Tenet’s team has helped refine Mastercard‘s brand architecture, branded important products and initiatives such as Mastercard® PayPass™, MasterPass™ and Mastercard Labs and created innovative brand management tools for the Brand Strategy & Design team.

The Cybersecurity Talent Initiative aims to provide the training and experience needed for jobs in the cybersecurity field. With more than 313,000 cybersecurity job openings in the U.S. between September 2017 and August 2018, the talent deficit is substantial and the need for a skilled workforce is gradually growing. Computer science graduates selected for the program will receive a two-year placement at a federal agency with cybersecurity opportunities. Before the conclusion of their federal service, participants will be eligible for full-time positions with the program’s private sector partners including Mastercard, Microsoft, etc. Once hired, each computer science fellow will receive up to $75,000 in student loan reimbursement.

The Cybersecurity Talent Initiative comprises private sector companies Mastercard, Microsoft and Workday as well as federal agencies:

• Central Intelligence Agency
• Department of Defense
• Department of Energy
• Department of Health and Human Services
• Department of Veterans Affairs
• Environmental Protection Agency
• Federal Bureau of Investigation
• Federal Election Commission
• National Oceanic and Atmospheric Administration
• Naval Intelligence
• Small Business Administration

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. The Tenet Innovation team has secured numerous utility and design patents for innovative products and packaging on behalf of our clients. Consistently recognized for outstanding creative work, Tenet designers have won many design awards including Good Design Award, IDEA, iF Product Design and Red Dot.

For more information, please contact:

Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212-329-3166
jmchie@tenetpartners.com

New York, NY (March 04, 2019) – Tenet Partners adds Sean Folan as Senior Partner to lead strategy and innovation on its team. Folan, who holds an MBA from Harvard Business School, has years of management consulting experience leading growth acceleration for B2B and B2C companies with a strong depth of knowledge in healthcare and consumer products.

“I am excited to join the Tenet team at this time of great change in brand marketing and brand delivery,” says Folan. “Advances in intelligent systems technology — particularly those related to the Internet of Things (IoT) and Artificial Intelligence (AI) — present tremendous innovation opportunities for creating more immersive and personal brand experiences that serve to strengthen the connections between brands and their constituents.”

In today’s landscape, the ways in which people experience a brand are more important than ever. Distinctive brand experiences not only increase customer attraction and loyalty, they are integral to sustained growth and shareholder value creation. This shift has created opportunities for Tenet, making the addition of Folan to the team a key move to further enhance the firm’s capabilities in brand innovation.

“Sean brings a wealth of experience and expertise on the brand marketing strategy and innovation fronts that will both support and augment our own,” says David Demar, Partner, Innovation Strategy and Design. “We’re very excited to collaborate with him on new and ongoing challenges, and to bring enhanced value and creativity to our clients.”

Prior to joining Tenet Partners, Folan, worked at global management consulting firm McKinsey & Company, where he built a solid track record of transforming client growth trajectories by leveraging market research and analytics in pharmaceuticals, biotech, medical devices, consumer healthcare, and consumer products.

“He brings a unique blend of business, marketing and innovation consulting to our group,” says Hampton Bridwell, CEO and Managing Partner. “Combined with our innovation design, data science and digital capabilities, Tenet is better positioned to elevate its strategic capabilities for clients seeking growth platforms in CPG, Healthcare, Tech and Retail.”

Folan has also held leadership roles at FutureBrand and Lieberman Research Worldwide with category-leading clients such as Bausch & Lomb, Bridgestone, Genzyme, Hershey, Johnson & Johnson, MassMutual, P&G, Pfizer, Subway, and United Healthcare. Using knowledge he has gleaned from working with leading global companies, Folan will work together with Demar and the brand innovation team to leverage Tenet’s unique Co-Magination® approach to product and service innovation. Co-Magination provides an iterative, immersive, and collaborative means to identify and prioritize key attributes that characterize the brand experience. This framework informs and inspires desirable and memorable touchpoint solutions throughout the customer journey.

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. The Tenet Innovation team has secured numerous utility and design patents for innovative products and packaging on behalf of our clients. Consistently recognized for outstanding creative work, Tenet designers have won many design awards including Good Design Award, IDEA, iF Product Design and Red Dot.

For more information, please contact:

Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212-329-3166
jmchie@tenetpartners.com

New York, NY (June 19, 2018) – Brandometry and Tenet Partners will be ringing the Closing Bell^® at the New York Stock Exchange today to celebrate the first anniversary of the Brand Value ETF (NYSE: BVAL), which is based on the .BVAL Index powered by Tenet CoreBrand^® 1000 Data.

“Tenet Partners is very proud to celebrate our work with Brandometry to build the first Exchange Traded Fund (ETF) that uses our corporate brand-tracking data” says Hampton Bridwell. “Nearly 30 years ago, Jim Gregory, our Chairman had the foresight to build this incredible data asset that helps corporations and investors realize the power of brand value. Building an investable index that is actively traded is an incredible achievement for Tenet and a first for any branding firm”

The underlying analysis of the .BVAL Index includes a cross reference to historical brand value metrics provided by Tenet CoreBrand Data. The Tenet CoreBrand methodology is aligned to ISO standards and reviewed by the Marketing Accountability Standards Board (MASB) MMAP auditors

Using a combination of research and advanced analytics, Tenet is helping the C-suite drive positive business outcomes. Tenet has been tracking the vitality of 1000 corporate brands across 50 industries for 28 years.

For more information about Tenet Partners visit tenetpartners.com.

About Tenet Partners

Tenet Partners is a brand innovation firm that transforms organizations through a blend of research, strategy, design and technology. CoreBrand Data Science, a Tenet Partners Company, leverages the power of predictive analytics and data science to transform how corporations and capital markets can generate value with their brands.

About Brandometry

Brandometry provides research for advisors and clients striving for excess returns by signaling when to own leading brands. Brandometry has pioneered a new, non-traditional index based on “Brand.” The EQM Brand Value Index (Index Ticker: BVAL), combines qualitative brand signals with financial data to show the full picture of a company’s investment potential.

For more information, please contact:

Jessica McHie
Business Development and Marketing
Tenet Partners
+ 1 212-329-3166
jmchie@tenetpartners.com

New York, NY (March 28, 2018) – Tenet Partners ranks highly among a nationwide evaluation of Top Brand Consultants in New York by Clutch. Clutch, a B2B research firm in the heart of Washington, DC, uses ongoing data-driven content 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.

“Our ability to tightly fuse brand strategy, design and technology is really what makes us different from other agencies,” said Hampton Bridwell, CEO at Tenet Partners. “This unique ability to challenge assumptions, reimagine the future, and ignite growth is why clients value our work.”

Clutch identifies 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 is evaluated on market presence as demonstrated by the services offered and examples of programs completed. Client references are also considered and published on Tenet’s profile on Clutch.co. Take a look at what our clients are saying about Tenet Partners.

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

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.

New York, NY (February 28, 2018) – Tenet Partners launches CoreBrand^® Data Science as a new business unit leveraging the power of predictive analytics and data science to transform how corporations and capital markets can generate value with their brands.

Using a combination of research that underpins the CoreBrand^® Index and advanced analytics, the firm is helping the C-suite drive positive business outcomes. The CoreBrand^® Index is entering 28 years of tracking the vitality of corporate brands across 50 industries.

“Our brand data and brand valuation approach is the only research method independently audited and validated by the Marketing Accountability Standards Board” said Hampton Bridwell, CEO at Tenet Partners.

Quantitative research from 10,000 consumers and business decision makers measure brand awareness (Familiarity) and perception (Favorability) for each company in the index, which is then combined to calculate a company’s brand strength, or “BrandPower.”

CoreBrand data is fueling major changes in how companies are measuring their brand’s performance. The firm’s quantitative research is coming off an eventful year.

In 2017, Exponential ETFs and Brandometry launched the Brand Value ETF (NYSE: BVAL), which uses Tenet CoreBrand 1000 Data to identify companies with strong brands whose latent value has not been realized by their stock price.

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 and financial analytics from Toroso Investments, co-developers of the index.

Last year, CoreBrand research expanded to include a new culture of innovation metric to explore how this competitive element impacts the intangible value of brands. A culture of innovation is one of several levers that influences BrandPower. Survey respondents from our study were asked to judge companies based on what they perceived as a culture of innovation. The 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.

For more information about CoreBrand data visit https://corebrand.co or to download a free copy of our report on the most innovative brands visit https://tenetpartners.com/perspectives/books/disrupting-markets-driving-success.html.

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

New York, NY (December 01, 2017) – Tenet Partners was recognized among the top Global Leaders of 2017, a list of more than 475 most highly recommended companies in the world by research firm Clutch.co.

“Agencies in the branding industry face some of the fiercest competition when it comes to standing out amongst similar firms,” said Clutch’s Business Analyst, Jenna Seter. “Clutch is incredibly proud of the branding agencies featured in the 2017 Global Press Release because they’ve earned their distinction as the most highly recommended companies for buyers in need of an exceptional branding team.”

In its inaugural 2017 Global Leaders list, each company is highlighted based on client reviews, market presence and ability to deliver high-quality services. Earlier this year, Tenet Partners was ranked No. 2 in the Top Branding Agencies category.

“Tenet is proud to have earned this recognition as proof that our unique agency model creates a stronger competitive advantage and delivers better customer experiences for clients,“ said Hampton Bridwell, CEO at Tenet Partners. “By combining branding as a powerful tool for leadership with innovative capabilities to design new products and services, we enable our clients to respond rapidly to changes in their industries and customer behaviors.”

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.