Category: News

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

New York, NY (March 23, 2016) – Tenet Partners, a leading brand innovation and marketing firm, today announced it received Merit Recognition in the 2016 Rebrand 100^® global award competition. The accolade recognizes the strategy, development and implementation of the Tenet Partners brand, formed from the merger of Brandlogic and CoreBrand in 2014.

Charged with creating a unified company that would balance and build off of Brandlogic’s and CoreBrand’s respective legacies and decades of expertise building brands in a changing, multi-channel world, the firm set out to create a new agency model – one that put customer-centric experiences at the core of driving brand innovations.

“Brandlogic and CoreBrand joined forces to create Tenet Partners with the goal of providing broader and deeper value to clients,” said Hampton Bridwell, CEO and Managing Partner of Tenet Partners. “Our brand is an important symbol of our commitment to helping clients put customers at the center of their business strategies. It is an honor to be recognized in the Rebrand 100 among such an elite group of global brands and agencies.”

The foundation of the Tenet Partners brand is the belief that in order to grow a business and drive revenues, a new set of principles is required that put customers at the center of business strategy. CMOs today are wrestling with the challenge of building brand experiences around customers, not merely attracting customers to a brand. Uncovering innovative areas of opportunity and helping organizations better understand how being brand-centric is good for business – this is served as the core ethos and guiding principle when bringing the two firms together under a single entity.

The company’s name Tenet was derived from the word tenet, a commonly held belief or principle. As a united company, Tenet Partners continues its shared philosophical legacy of creating and executing practical solutions to branding, technology and marketing applications for the world’s leading organizations. Partners is a nod to the firm’s collaborative and human-centered approach to brand building.

“While “Tenet” as a name reflects a belief or ethos, our visual identity reinforces the strength of conviction that stands behind that belief, “said Randell Holder, Design Director at Tenet Partners. “Simple and bold, the logo is bracketed top and bottom by vertical rules perfectly aligned to the visual center of the mark – bringing it back to the notion of thinking, believing and discovering more customer centered solutions.”

Tenet Partners brings together the complementary skills of the Brandlogic and CoreBrand teams, creating an employee-owned organization of researchers, strategists, writers, designers, technologists and thought leaders across four offices in New York City, Santa Monica, Rochester, N.Y. and Wilton, Conn. The company’s client history includes more than 200 high-profile global businesses, 90 percent of which are Fortune 500 corporations in the financial services, healthcare, industrial, pharmaceuticals, technology, insurance, transportation, consumer goods, education, energy, information services, non-profit, professionals and telecom industries. To view Tenet Partners’ award-winning Rebrand 100^® entry or to see the complete list of this year’s winners, please visit: http://www.rebrand.com/merit-tenet-partners

Before: old logos – separate companies

After: new name and logo

About REBRAND

REBRAND is the world’s leading platform for brand transformation insights, case examples, programs, and expertise. Celebrating 10+ years of excellence, its renowned REBRAND 100^® Global Awards is the most highly respected, juried recognition for repositioned brands, having reached participation from over 51 countries in 41+ industries. Featured in such publications as The Wall Street Journal, CNN Money, Bloomberg News, articles and books, the competition has contributed to an unrivaled global library of transformed brands.

About Tenet Partners

Tenet Partners is a brand innovation and marketing consultancy that helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.

For more information, please contact:
Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

New York, NY (March 14, 2016) – Tenet Partners, a leading brand innovation and marketing firm, announced today that Powerhouse: The Secrets of Corporate Branding, the latest book by Tenet Chairman, James R. Gregory has earned the #1 spot in multiple categories and countries on Amazon.

With over 40 years of experience in advertising and branding, Powerhouse is a compilation of Gregory’s personal observations of the best practices that have helped a number of his global clients grow the value of their corporate brand and in turn, improve their performance in the marketplace. Gregory argues that to in order for corporate brands to effectively create enterprise value, business leaders need to be attuned to the factors that are influencing their corporate reputation and strategically manage and measure their brand like any other business asset.

Published in December 2015 by Best Selling Publishing, Powerhouse has received top-ranking positions on Amazon across 15 national and international categories including #1 in Advertising, Marketing and Consulting in the US, #1 in Business life in Canada, #1 in Consulting in the UK and #1 in Advertising & Marketing in AUS, just to name a few.

“Jim brings enormous experience and depth to the table when addressing the topic of corporate brands,” said Hampton Bridwell, CEO and Managing Partner at Tenet Partners. “The success and praise of Powerhouse is a testament to his impressive career helping clients understand how their brand creates measurable financial value.”

Among the key challenges facing brands today, which Gregory offers thoughtful insight and analysis, include:

• Corporate brand valuation – recommendations to build and manage brand value
• Achieving Coherence with Brand Communications
• Reliable Metrics for Determining ROI on Brand Communications
• Employee Engagement – Creating a Brand Driven Culture with Employees
• Creating and Managing the Customer Experience to Drive Value
• Strategies for Successful Social Media Engagement
• Brand Strategy from an M&A Perspective
• Building Relevance and Quantifying Relevance Over Time

Powerhouse: The Secrets of Corporate Branding is now available in print and e-reader format on Amazon.

About the Author

James R. Gregory is the chairman of Tenet Partners, a global brand innovation and marketing firm based in New York, NY. With 40 years of experience in advertising and branding, Jim is a leading expert on brand management and is credited with developing strategies for measuring the power of brands and their impact on a corporation’s financial performance. Most notable of the tools that Jim has developed is the CoreBrand^® Index (CBI), a quantitative research vehicle that continuously tracks the reputation and financial performance of over 1,000 publicly traded companies across 50 industries. Jim has written four previous books on creating value with brands.

About Tenet Partners

Tenet Partners is a brand innovation and marketing consultancy that helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.

For more information, please contact:
Russ Napolitano
Chief Operating Officer
Tenet Partners
+ 1 212 329-3035
rnapolitano@tenetpartners.com

New York, NY (January 20, 2016) – Tenet Partners, a leading brand innovation and marketing firm, will host a panel discussion on “Building a Powerful Brand in the Age of Disruption” in collaboration with the New York American Marketing Association (NYAMA) on January 26, 2016 at the Harvard Club of New York City.

The event will assemble senior-level brand strategy and marketing professionals from across various industries including technology, media, healthcare, education, hospitality and more. A panel discussion moderated by Don Sexton, Professor of Marketing and Decisions, Risk, and Operations, Columbia University, will provide insights on the challenges and opportunities marketing professionals face today and explore why driving growth through disruption requires strategic alignment between business model innovation, digital and brand strategy.

Panelists include:

• Jim Gregory, Chairman, Tenet Partners
• Kevin Perlmutter, SVP, Chief Strategist, Man Made Music
• Brian Aronowitz, Chief Marketing Officer, Institute of Culinary Education
• Alexa Christon, Head of Media Innovation, GE

What: “Building a Powerful Brand in the Age of Disruption” Panel Discussion Presented by Tenet Partners and the New York American Marketing Association (NYAMA)

When: Tuesday, January 26, 2016 from 6:00 PM to 8:00 PM (EST)

Where: The Harvard Club of New York City – 35 West 44th Street, New York, NY 10036

Tickets: $35 for NYAMA Members/$45 for Non-NYAMA Members. For more information and to register, please visit: http://www.nyama.org/event/the-age-of-disruption/

About Tenet Partners

Formed from the merger of Brandlogic and CoreBrand, Tenet Partners is a brand innovation and marketing consultancy the helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.

About the New York American Marketing Association (NYAMA)

The New York American Marketing Association (NYAMA) is an organization that inspires, supports and celebrates brilliance in marketing. Founded in 1931, the NYAMA is the principal community for marketing professionals across all industries and disciplines in the New York area. Offering programs, monthly events, an interaction with the chapter through volunteer activities, we provide marketers with an opportunity to increase their knowledge and reach in the marketing community. We also serve as a resource for all marketing events, activities and news in the New York and surrounding areas.

For more information, please contact:

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

New York, NY (December 08, 2015) – Amid high-profile announcements concerning the possible sale of Avon Products North American arm to private-equity firm Cerberus Capital Management LP, Tenet Partners, a leading brand innovation and marketing firm has turned its attention to evaluating the strength of the Avon brand.

On the heels of assertions by activist investors Barington Capital and NuOrion Partners that the cosmetics maker is significantly undervalued, Tenet Partners’ CoreBrand Index (CBI) has found that Avon’s BrandPower – a weighted composite of two key metrics that contribute to a brand’s ability to drive long-term growth: Familiarity and Favorability, has been steadily increasing since 2005.

“The successive rise of Avon’s BrandPower suggests there is untapped potential for the company to exert its leadership position in the marketplace,” said Hampton Bridwell, Tenet Partners CEO and Managing Partner. “Avon is an American institution that has empowered generations of women. However, as the company looks to the future, a renewed focus on gaining relevance among younger, and now digitally-driven consumers, will be critical to unlocking the full value of one of its most important assets, the Avon brand.”

As the chart indicates below, Avon’s BrandPower has climbed an impressive 11 points since 2005. Most recently, its brand Favorability fell just one spot below Apple, while its Favorability during 2015 outperformed its top competitors including Revlon, L’Oréal, and Estee Lauder, demonstrating that U.S. consumers still hold the brand in in high regard.

Founded in 1990, Tenet Partners’ CoreBrand Index is the longest continuous quantitative database examining the corporate reputations and brand valuations of nearly 1,000 companies across 50 industries. The Familiarity (awareness) and Favorability (perception) of tracked brands are measured and combined into a single metric called BrandPower. The audience used to measure BrandPower is business decision-makers who represent the perceptions of a cross-section of informed American consumers.

To learn more about Avon’s performance on Tenet’s CoreBrand Index and to schedule an interview with a Tenet executive, please contact:

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

About Tenet Partners

Formed from the merger of Brandlogic and CoreBrand, Tenet Partners is a brand innovation and marketing consultancy that helps companies create brand value and unearth business opportunities by putting customers at the center of their business strategies. For more information, please visit us at tenetpartners.com and follow us on Twitter and Facebook.