Innovation is the fuel that propels the most successful companies forward. However, innovation is not an easy endeavor for companies to take on. There are many moving parts. Such a melding of art and science. How does one who oversees a brand provide the focus, the energy and the tools required to make innovation work?

In this white paper, we explore the critical role decision-making plays in achieving innovation success. Every decision can alter the trajectory of a project, whether it’s about redesigning a digital interface, brand imagery or a physical package. There are proven ways to keep innovation efforts on the right track. Here we discuss our four key “pivot points” for good decision-making to help you achieve better innovation outcomes.

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The way customers experience brands from end to end is more important than ever. But what’s the best way to craft an experience that’s unique?

Many leading brands are starting to turn to design thinking as a way to create all-encompassing brand experiences. When executed well, this approach is very effective—but getting it right can be challenging.

In this white paper we explore the application of design thinking through Tenet’s proven Co-Magination^® methodologies for rapid, collaborative solution development. Through Co-Magination, our clients are able to fast-track the creation of viable, sustainable signature experiences that truly differentiate their brands.

Our brand and innovation experts give insight into:

• What is a signature brand experience and why is it important?
• What are the most important best practices for crafting a signature brand experience?
• What is design thinking and how can it help to capture every aspect of the brand experience?
• How do Tenet’s Co-Magination methodologies enhance design thinking to make it more efficient and effective?

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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.

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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.

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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.

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