The Way Forward

A message from our CEO and Chairman

Brands are boldly moving forward. This momentum is the strongest since the recession, thanks to significant investments in business model innovation, digital and brand. Corporate leadership is looking to deliver growth by reshaping customer experiences. Our Top 100 report shows these leaders are outpacing their peers.

The macro trends that are driving change are fairly concentrated – industry lines blurring, digital convergence, and the emergence of fast-moving disruptors. Together, these trends are altering consumer behavior, delivering new experiences and driving value through innovation. In some industries, the fast pace of change is overwhelming management teams.

To seize on the opportunity this presents, leaders are reframing the marketing function to have greater influence on operations and shape customer experience, digital transformation and design of organizational culture. Success today requires a broader, more holistic view of the customer. A human-centered philosophy can translate into a common language that unites the various disciplines of business to ensure the enterprise is future-ready for the opportunities ahead.

2015 marks the 25th anniversary of the CoreBrand^® Index, a rich data set covering 1,000 companies. This represents a milestone in Tenet’s mission of enabling leaders to create value in one of the most critical assets for any organization: its brand and reputation. With eyes to the future, we see exciting times ahead for those pacesetters who successfully wrap their business strategy and brand experience around their customers’ needs and aspirations.

We hope this 8th edition of the Top 100 Most Powerful Brands provides you with valuable insights as you seek to achieve brand leadership and drive business growth.

Hampton Bridwell
CEO, Tenet Partners

James R. Gregory
Chairman, Tenet Partners