Tenet Blog
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Tenet Blog
We live in the age of the listicle—short, consumable bits of information served up through our apps. In that context, how do marketers build an enduring brand narrative?
Our brand consultancy, Tenet Partners, is in the intellectual property business. Clients hire us for our original thinking and creativity—our distinctive expertise, developed over decades of award-winning work for some of the world’s most prestigious brands.
When our client EMC Insurance told us early on that they wanted to include unique “experiences” for employees at the brand launch event, we were not only energized by the team’s vision but also excited at the prospect of what we could ultimately create.
Credit unions—by definition member-owned, not-for-profit organizations—are charter-bound to put the interests of customers and communities first. That’s an extraordinarily powerful promise that goes far beyond mere marketing. For customers, knowing that a financial institution is truly on your side and looking out for you is a compelling value proposition that, arguably, should be a cornerstone […]
Whether to rebrand is not a decision to be made lightly. Factors such as if your brand is setting you up for success, how much equity your brand has and if you have permission from target audiences to change all come into play. But one element that often gets overlooked are the real, tangible costs associated with introducing and maintaining a new brand. For a new company, these are simply the cost of doing business. In the case of a rebrand, however, you need to consider whether you can fully support a new brand. If not, now may not be the time for a big change.
The aerospace industry, long dominated by established players with proprietary systems, is facing an unprecedented shift. New entrants from Silicon Valley are rewriting the rules of the game, leveraging open architectures and open-source models to drive innovation and disrupt traditional aerospace brands. This transformation isn’t just technological—it’s existential, forcing aerospace brands to rethink how they operate and differentiate themselves in an increasingly open and collaborative environment.
What is data tolerance™, you might ask? At its most simple, it is the type and amount of data required to facilitate decision-making within an organization. And it differs for every organization.
An iconic name is a tremendous asset, but it can also create a real challenge when the company that bears it needs to turn the page.
“Data science” is a term unfamiliar to most marketers. I believe it should—and will—be given more attention because in my view it can be a true game-changer. This highly evolved form of analytics can, if employed properly, open the door to new actions that optimize the return on brand investment.
There was much to keep our attention during this election season. As a result, I found my professional role as a brand strategist inserting itself into my personal role as a voter.
As your brand weighs short- and long-term strategies, here are five critical actions that can guide you through the rest of this year and beyond.
Showing genuine consideration in a time of crisis.
The case for brand investment is more compelling than ever. Long-term payoffs await companies that invest heavily in building their brand early on.
Grappling with the role of environmentalism is not a new struggle for brands. Two top brands highlight different approaches to addressing the challenge.
It should come as no surprise that innovation has become a top priority for corporations, start-ups and enterprises of all types and sizes. The degree of innovation, the playing fields where it takes place and even its very definition — all have all grown and diversified exponentially in recent years.
In today’s era of sophisticated data capture, behavior tracking, connected devices, social platforms and sensor-enabled products, data represents a new “natural resource” that nearly every company already possesses in one form or another. The question is this--How can organizations leverage this valuable data resource in order to support and amplify a culture of innovation?
Tenet Partners, a leading branding and innovation firm, recently released its 2019 Top 100 Most Powerful Brands report. BrandPower is a weighted composite of Familiarity and Favorability metrics, delivering a single metric of brand strength and its ability to impact business results. This metric, expressed as an index, has been validated by the Marketing Accountability Standards Board (MASB) and tracked for over 25 years.
A "crisis of ethics." That’s how former Secretary of State Rex Tillerson characterized the current environment in government and public life.
Well-planned and longitudinal employee engagement programs rooted in a company’s brand are powerful and proven ways to inform and engage a company’s employees about their brand’s values.
It’s clear to us that the risk inherent in launching new products hasn’t gone away. Or even been greatly diminished. What has changed is the source of that risk and the way companies have chosen to contend with it over time.
A changing workplace requires a shift in the way the workforce is managed, evaluated, and hired. Many of the tools human resource departments used in the past are now inadequate to keep pace with current purposes.
We are honored to capture the top spot on Clutch’s coveted list of the best New York City branding agencies of 2017. The recognition from Clutch, a B2B research firm, illustrates the tremendous talent of our team who have over 40 years of branding experience and a strong track record of delivering high-quality results.
Why it is so important to understand what factors make up your brand’s DNA.
Wells Fargo stood apart as being one of the few financial services brands NOT tarred by accusations of the questionable lending practices that ultimately doomed some financial services brands. But oh, how the mighty have fallen!
Today we announced our strategic investment in Verv Innovation, LLC. Just like the companies and brands we serve, in order to keep pace in today’s digitally driven market, we must also evolve to meet industry demands and customer expectations.
When it comes to creating a memorable brand experience, every touchpoint throughout the customer journey is crucial.
It’s 2008; I’m living in Canary Wharf, London’s version of Wall Street. One morning, on my way to work, I walked past Lehman Brothers. On the streets I saw men standing, boxes in hand, people turning, staring. What had they done?
By integrating the Nintendo digital characters with a real-world view that uses our phone’s location tracking and camera capabilities, Nintendo has managed to extend the success of Pokémon into a second decade with Pokémon Go.
Watching the most recent TV ad for Sprint with Paul the “can you hear me now?” guy from Verizon was odd, along with the message he was carrying.
5 Questions with Jim Gregory, Tenet Partners Chairman and Contributing Author.
As a customer, relying solely on ratings to avoid the possible chance of disappointment, I believe we’re missing out on a great deal of new experiences and opportunities.
Learn about four ways in which you can take advantage of the opportunity paid social presents to take your marketing to the next level.
Disruption and innovation have become cornerstones of competitiveness. To drive change and discover new opportunities, brands must have a clear definition and purpose.
People are making choices about the brands they want to be associated with based on how they view the world; buying from particular brands holds meaning for them.
5 ways the branding landscape has evolved in 2015, and what these changes will mean for marketers in the year ahead.
Chipotle continues to face serious reputation issues tied to the outbreak of strains of salmonella and E. coli. Here are a few reputational ingredients the company must adhere to in order to rebound.
Activision Blizzard’s acquisition of King Digital is worthy of discussion in regards to how they’ll blend their complementary brand strengths.
General Electric, has been working to change its brand image from that of a large, industrial manufacturer, to being a brand that is at the forefront of innovation and technology
As with humans, it is important for brands to know what behaviors are socially acceptable.
It’s that time of year again, where The Hess Truck is back for its 51st year. With only 10 mall kiosks and a website to share their latest model with, how will the Hess Truck be received? Will the customer experience be just as enjoyable? Will their Hess Truck jingle return for yet another year? I certainly hope so.
2015 has been a banner year for corporate mergers and acquisitions. Unfortunately, when two companies with their own distinctive cultures combine, there’s a huge potential for failure.
When it comes to uniquely American success stories Fred DeLuca’s story of building the Subway brand is one of the best.
Q&A with Brad Puckey, Partner of CoreBrand Analytics.
Is there really such thing as an “untacklable” or unstoppable brand? After two decades as a brand consultant, my gut reaction is, “of course not, any brand can meet its demise through mismanagement, malfeasance and a host of other activities whether in or out of control of the leadership”.
Looking into just how many business units Google had, and how diverse their spread of companies are, I’m intrigued as to just how each business unit will take advantage of this new structure. And just how does Alphabet stack up compared to other cross-industry holding companies?
Google’s new identity is smart, if a little expected.
I’m reminded of the customer journey I experienced with Apple and the iPhone, one that has changed my technology buying behavior forever and led me to becoming a member of the Apple brand tribe.
Back-to-School is typically the second largest shopping event for retailers. However, many analysts are predicting weaker sales in 2015. Which retailers will perform the best and score an A+?
What the company enables its clients to do is a key part of the brand story.
Improving C-Suite Decisions on Innovation, M&A, Licensing Opportunities and CSR Initiatives.
Despite the rise of other avenues of digital communication, email marketing is far from dead. As in everything in life, there’s a right way and a wrong way to approach email marketing.
Social media provides its users instant and free access to some of the largest audiences in the world. As such, it’s a key instrument in any marketer’s toolkit.
The Internet of Things promises to make our lives better, so what can companies do to bridge the gaps between these technologies and people who have yet to adopt them?
5 important and actionable reasons why Tenet's CoreBrand Analytics can help your C-Suite improve its decision-making
So what does the future hold for Coca-Cola? Coke must look ahead while keeping an eye on those brands that are right on its heels.
Brands are boldly moving forward. This momentum is the strongest since the recession, thanks to significant investments in business model innovation, digital and brand.
Product and intended message have the potential for creating a horrible misinterpretation if not communicated clearly.
While Apple creates brilliantly engineered and beautifully designed devices, it’s the imagination and talent of third party developers that really make these devices “The next big thing”.
What can I possibly add to the chorus of people (designers and non-designers alike) currently discussing the 2016 presidential candidate logos?
Thin-slicing is a useful tool to unlock powerful insights that serve as the fuel for experience innovation.
What makes console entertainment so powerful that the XBox One, PlayStation 4, and Wii U combined account for 40.5 million consoles sold to date? Their community.
How will the web work with wearable computing?
While the 4Ps still serve as the marketing foundation, we have seen how the influence and the integration of technology and social media have significantly impacted how marketers think about the 4Ps.
I’m a strong proponent of the brand narrative concept. I believe that any and every brand has a narrative behind it, to it and about it. The narrative behind a brand is all about the internal relevancy. How is this brand important to the company?
With social networks charging for audience exposure that was once free, what are some ways that brands can adapt?
Have you ever had any experience where technology or software made presumptions about you that just were off the mark?
There are many activities that I do not always enjoy, or do not always actively engage in. This got me thinking to how marketers are continuously striving to better engage with their audiences and encourage longer and more fruitful interactions.
A big part of what I truly enjoy about my job is the diversity of things I am able to do. Over the last few weeks, I’ve collected a handful of observations – both positive and negative – to share here.
Employee engagement has been known to be a crucial element in the success of organizations for years.
Recently I drove by a billboard advertising a pharmaceutical and swore I recognized the woman in the ad. I can't remember the name of the advertised drug, but I certainly remember the handsome, gray-haired woman. I couldn't instantly place her, but I knew I'd seen her before. And then it finally dawned on me. I recognized her from many hours of searching for royalty-free stock images. I'd seen her in all sorts of situations—from boardroom meetings to intense one-on-one conversations with coworkers. And now here she was walking on the beach!
Brand is a set of experiences delivered, not just promises communicated.
Digital is having a profound impact on business strategy, branding and customer experience. It’s clear that organizations need to take a fresh look at how to embrace the shift. But how to innovate successfully in this highly connected environment requires more focus than ever before.
Today marks the official launch of Tenet Partners, a brand innovation and marketing consultancy, which represents the combined entity of two established firms that joined forces earlier this year — Brandlogic and CoreBrand.
Headquarters 11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036
212 329-3030
Boston
Columbus
Kansas City
San Francisco