Category: Perspectives

We think about brands and their impact on business…all day, every day. About the issues, the trends, the opportunities. About how the world is changing and what it takes for clients to succeed.

  • Branding a spin-off: Three big risks and how to handle them

    Creating a new brand is, more often than not, a very complex undertaking. A large number of tasks and critical decisions face brand strategists and there is precious little room for error. The list is long and includes everything from critical elements like name choice and trademark to brand platform and positioning to visual identity decisions. There are also many work streams to coordinate: research, strategy, graphic design, messaging, communications materials, web development and digital outreach, and on and on.

    Of all of these, however, we feel that properly and carefully addressing and engaging key audiences throughout the process should be at the top of the list.

    In our decades of experience helping companies of all sizes launch new brands, Tenet has identified three overarching issues that must be dealt with in spin-off situations.

    To download a free copy of this report, please fill out the form below:

  • Brand Innovation 2018 – Trends To Watch

    Some of today’s most powerful brands are prioritizing innovation as a critical source of differentiation. It’s a macro shift that goes much deeper than chasing the latest fad in an attempt to rise above the competition. These brands go much deeper by fostering a deep-seated culture of innovation that extends across the enterprise.

    Innovation leaders are thinking deeply about how products, services and experiences impact their customers. They’re connecting the dots in new ways and gaining real traction as a result. These enterprises disrupt markets and create new spaces through product innovation, service design, new business models and engagement strategies.

    See what companies landed a spot on our Top 25 Most Innovative Brands list. Also, learn some of the innovations transforming today’s business and industries.

    To get your free copy of this report, please fill out the form below:

  • When digital barriers loom, brand can be your best defense

    In 2018, technology companies with an eye on the long-term health of their businesses are set to aggressively change the way their products and services work. As a result of this shift, marketers will find it much more difficult to be present in the digital spaces consumers look to for information.

    The results of these changes represent very real business threats, but there are ways your organization can mitigate the impact.

    In our latest white paper, we explore three ways to build the brand recognition and hallmarks of trust that are critical to defending your position in the digital space for 2018.

    To download a free copy of this white paper, please fill out the form below:

  • The Top 100 Most Powerful Brands of 2017

    Each year, Tenet Partners analyzes the data in the CoreBrand® Index (CBI) to determine the Top 100 Most Powerful Brands based on high awareness and positive brand perceptions. 2017 marks the tenth year of the report. For a comprehensive look at this year’s findings, including sector trends and analysis, download the full report.

    • Higher rank vs. 2016
    • Lower rank vs. 2016
    • Change of less than +/-2 or fewer ranks year-over-year

  • Focus on Innovation

    Increasingly, companies that succeed in disrupting their industry are innovators – especially in areas that go beyond product development, such as service delivery and customer experience.

    Innovation plays a pivotal 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.

    However, achieving innovation success does not come easy. In an age of hyper-connectivity, consumers have more control over what they hear and watch. With the tap of a finger, banner ads can be blocked on devices and commercials can be bypassed thanks to on-demand streaming services. This puts pressure on brands to design engagements that are relevant and meet the expectations of customers while also delivering a seamless experience on all channels.

    Consumers also bring expectations from unexpected sources. They no longer think strictly in-category. When a brand delivers something of value to them, they expect other brands to do likewise – even when the industry is completely different.

    How Important Is Innovation to a Brand?

    Innovation is key in differentiating brands that offer similar products and services. A company that can demonstrate its innovation by positively impacting its customers’ lives raises perception of the brand as an expert and leader in its industry. An innovative product or service becomes just one part of a much more profound experience that can motivate customers towards a purchase for fear of missing out on something that will make them feel good and bring tremendous value. But, how can this be achieved?

    The answer lies in how innovation is built into the daily life of the company and its employees. True innovators are customer-focused, agile and adaptable, co-creating with their audiences and expanding the meaning of “innovation” beyond the expected.

    See who made the Top 40 Most Innovative Brands.

  • A message from our CEO and Chairman

    Welcome to Tenet’s 2017 Top 100 Most Powerful Brands report.

    We’re living in a time of blurred lines. Collisions of corporate brands, and industries, that rarely compete are increasingly common. At the same time, the meteoric rise of convergent brands, innovating and engaging in new ways to redefine entire industries is complicating the business landscape. Amazon, for example, is hard to put neatly into any one box. It’s into e-commerce, physical retail, technology infrastructure, media, electronic hardware, logistics… and the list goes on.

    The factors driving this kind of wide-ranging innovation and disruption have significant implications for how leaders build and manage their brands to compete. It’s clear that management and accounting systems are not keeping up and must change quickly to comprehend the enormous value of brands and the diverse landscape in which they must function.

    Innovation and disruption-driven opportunities have surfaced for investors too. Analysts are waking up to the reality that brands represent a significant component of enterprise value. Yet, few tools are available to incorporate a brand’s intangible value into their analysis.

    Answering a single question: “What does a brand contribute to a company’s value?” has more significance than ever before. Tenet’s CoreBrand® data helps answer that question by tracking nearly 1,000 different companies across 50 industries. It is from this data that we derive the findings for the Top 100 Most Powerful Brands report.

    That same CoreBrand 1000 Data is now delivering value to an increasing range of stakeholders. This year Exponential ETFs and Brandometry launched the new BVAL ETF based on the BTW50 index, giving investors a vehicle to leverage our research. This is an exciting new development, validating our belief in the power of brand data and analytics related to corporate performance.

    Tenet is also bringing the benefits of brand data analytics to the boardroom. Providing insights into corporate brand performance and brand value is the mission of our CoreBrand Analytics practice. Its rolling quantitative research provides the only on-demand, dynamic corporate brand valuation and performance dashboard across all industries. And now we’re expanding our research, this year introducing a new Culture of Innovation metric to begin exploration of how this critical competitive element impacts the intangible value of brands.

    With the publishing of our 10th annual report, we are more excited than ever to share that the Tenet CoreBrand 1000 is playing an essential role in helping business leaders and investors innovate in this rapidly evolving environment.

    Hampton Bridwell
    CEO, Tenet Partners

    James Gregory
    Chairman, Tenet Partners

  • Frequently Asked Questions

    How does Tenet Partners determine the Top 100 Most Powerful Brands?

    How is Tenet’s ranking of the Top 100 Most Powerful Brands unique compared to the way other companies rank brands?

    Brand Valuation is becoming a more common practice among many brand-consulting firms. Is Tenet Partners able to conduct specific brand valuations for companies?

    Well-known brands such as Facebook and LinkedIn are not part of the Top 100 Most Powerful Brands of 2017. Why?

  • Disrupting Markets. Driving Success.

    Innovation plays a pivotal 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.

    As a result, we expanded our research this year to include a new culture of innovation metric to explore how this competitive element impacts the intangible value of brands. This 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. Quantitative research through our CoreBrand Index is the basis for our results.

    See what companies landed a spot on our Top 25 Most Innovative Brands list. Also, learn what innovations are poised to transform business and industries.

    To get your free copy of this report, please fill out the form below:

  • Changing the retirement conversation

    We all know the adage — The only thing that is constant is change. But how will you use it to your advantage? Will you lead that change or will it lead you?

    In our white paper “Changing the retirement conversation,” Tenet Partners takes a close look at how customer expectations, technology and the customer experience are changing all aspects of how Americans are preparing for their financial futures and what successful providers can do to lead that change.

    This evolving retirement landscape is creating new challenges for marketers and product managers. Passive investment strategies are on the rise and to the consumer, it can be hard to distinguish one provider from another. Innovation plays a pivotal role in setting a company’s brand apart. Companies need innovation to sustain competitive advantage and long term performance. For the past decade, Tenet Partners has worked closely with both consumers and providers to build experiences and brands at the forefront of the changing retirement landscape.

    In our white paper, we answer five key questions:

    • How do you create customer loyalty?
    • What drives customer engagement?
    • What creates a successful innovation approach?
    • What role should technology play?
    • Where will disruptive innovation come from?

    Learn how to use our insights to strengthen your customer relationship in a way that drives loyalty and captures a larger share of wallet.

    To get your free copy of this white paper, please fill out the form below:

  • The Top 100 Most Powerful Brands of 2016

    Top 100 Most Powerful Brands of 2016

    Each year, Tenet Partners analyzes the data in the CoreBrand® Index (CBI) to determine the Top 100 Most Powerful Brands based on high awareness and positive brand perceptions. 2016 marks the ninth year of the report. For a comprehensive look at this year’s findings, including sector trends and analysis, download the full report.

    • Higher rank vs. 2015
    • Lower rank vs. 2015
    • Change of less than +/-2 or fewer ranks year-over-year