Brand Innovation & Marketing

Navigating today’s marketplace has become more complex than ever. That’s why Tenet Partner's philosophy is simple: We help you put customers at the center of your business. Focusing on your customers’ needs creates a unifying platform that can guide your strategy, your brand and your communications.

Tenet Partners was formed in November 2014, when the brand consulting firm formerly known as Brandlogic combined with CoreBrand to create a brand innovation and marketing firm that offers customer insights, brand strategy, design, marketing, engagement and technology services under one roof. Each firm brought 40 years of experience helping global clients solve their most critical branding and marketing problems. Tenet continues its shared philosophical legacy of creating and executing practical solutions to branding, technology and marketing applications for the world’s best organizations.

Tenet brings both our deep experience and a proven track record of our legacy to client assignments. With a customer-centered focus, our combined strengths offer broader, deeper value to our clients. Our promise is to ensure we always offer the right expertise for the right solutions across every industry we serve and for every customer served by our clients. We promise superior results across the spectrum of our services: research, strategy, design, technology, communications, analytics, employee engagement and brand management and measurement.

Our rich history as innovators and pioneers who created many firsts in our industry continues on in Tenet. By bringing together the rich set of talented people, knowledge and technology platforms, the firm is well positioned to continue driving innovations for clients and customers in the years ahead.

 
$25,000+
 
$100 - $149 / hr
 
10 - 49
 Founded
1973
Show all +
New York, NY
headquarters
  • Tenet Partners
    122 West 27th Street, 9th Floor
    New York, NY 10001
    United States
other locations
  • Tenet Partners
    19 Cambridge Street
    Rochester, NY +1 (585) 256-204
    United States

Portfolio

Key clients: 

Long Beach Airport, Cisco Systems, Citi, Citrix, D&B, Delphi, Found Animals, The Hartford, IBM, ICE, John Deere, Johnson & Johnson, Legrand, MasterCard, Matrix Service Company, Paramount Citrus, Pfizer, Smithsonian Libraries

Reviews

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Internal Branding and Web Design for Environmental Nonprofit

“They all seem to get behind our mission and enjoy helping us achieve it.”

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Jun. 2017 - Ongoing
Project summary: 

Tenet designed and developed a WordPress site and facilitated a branding alignment. They included an engagement bar with links to more content and led two visioning workshops which produced an in-house report and website.

The Reviewer
 
11-50 Employees
 
New Haven, Connecticut
Laura McMillan
Director of Communications, Connecticut Fund for the Environment/Save the Sound
 
Verified
The Review
Feedback summary: 

The site garnered positive internal feedback. Tenet’s diverse knowledge of web development and branding led to an expanded scope. They have been understanding of the nonprofit landscape and associated timing lags. They are available via multiple channels of communication and are responsive to questions.

BACKGROUND

Introduce your business and what you do there.

I am the director of communications at the Connecticut Fund for the Environment & Save the Sound. We are a leading environmental advocacy non-profit. We have litigation, lobbying, and on-the-ground components. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

Our website was in desperate need of updating. We had migrated it to Wix several years ago, from a professional service, which made it easier to make in-house edits, but it was not professional-looking. Things were gradually deteriorating on it, and it was really time to get back on the professional bandwagon. One of our primary goals for the whole project was figuring out how to make the site be welcoming to and work for our users, rather than be designed around the staff’s needs.

We had also brought on a third brand last year. The Connecticut Fund for the Environment and Save the Sound were originally separate organizations that were merged, and we brought in Soundkeeper in 2017. This presented some branding challenges.

SOLUTION

What was the scope of their involvement?

We originally approached Tenet just for web work. As an organization with a small and busy communications team, we don’t have a deep bench of coding knowledge. It was important to us that the site be made on something that was easy to use, and which we already had some familiarity with. They decided to build the site on WordPress, listened to our specific needs, and built several custom approaches within WordPress when we needed them—sometimes on short notice.

We have a main homepage, along with three rotating tabs for the Connecticut Fund for the Environment, Save the Sound, and Soundkeeper brands. Each one leads to a landing page for that brand, so that we can choose where to direct people at any given time. Each page has its main content, and, after scrolling past that, will display an “engagement bar.” Those bars display snippets of our calendar of events, blog, email action network, the call to become a member, and an invitation to view our videos page. These items are made visible on every page, in order to draw people to different engagement points.

Tenet’s team recognized our complex branding challenges right away, and offered to engage in a brand identity and alignment process with us. They led a half-day workshop around our brand identity, which included a fairly large number of board and staff members from our side. We came to rough consensuses, which they distilled into a report. We refined that report a bit, and it has continued to be very helpful to us like in writing for the website or developing elevator pitches. Having experts in both branding and web design in one shop was huge for us—they made the process streamlined and kept the big picture in mind.

What is the team composition?

We have a dedicated account manager at Tenet, and we have also worked with their Senior Strategy and Research Partner, Senior Digital Partner, and their Digital Marketing Director. They assigned a designer to our project as well. 

How did you come to work with Tenet Partners?

We went through an RFP process, but they were actually recommended to us by one of our board members. They had previously worked with Tenet on a complex brand issue.

How much have you invested with them?

We have invested $27,000, and I would estimate Tenet has given another $75,000 or more in their services pro bono.

What is the status of this engagement?

We started talking with them one year ago. The kickoff meeting and branding process started in June 2017. The website visioning meeting took place in August and September of that year. We’ve continued to work on the actual development and content creation.

The site launch is planned for mid-April, after which we will have a public launch at the start of May 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We don’t have quantitative results yet, but we have been previewing the site with board members. The response from them has been extremely positive. One of our new board members called the site “confident but inviting”, which is exactly what we were going for.

How did Tenet Partners perform from a project management standpoint?

We’ve communicated extensively through both email and phone. I know that Tenet has an online platform available, and I was invited to join in, but found it wasn’t as helpful for me.

The majority of lags have been on our end. There’ve been a couple of times when we had to follow up with them, but those were due to unforeseen needs for which they had to develop solutions. This occurred when Tenet had other major projects going on. They have been extremely responsive to any questions or requests for updates. We have asked for more of the tech team’s time than originally anticipated, but they’ve been generous in providing it.

What did you find most impressive about them?

They have in-house expertise in a lot of different areas. It was certainly much more seamless than having a branding and web design process with difference groups. It was great to work closely with people who really know what they’re talking about. It never felt as though we had to compromise.

The staff I’ve been working with is located in three different geographic offices, but they’ve worked together seamlessly. Location has never been even remotely an issue. I’ve also appreciated how personally invested they became in the project. They all seem to get behind our mission and enjoy helping us achieve it. They’ve also gotten into the technical challenges, and helped us solve those.

Are there any areas they could improve?

Both Tenet and our team were juggling multiple projects at once, so we hit some busy times that slowed us down, but I always felt Tenet’s staff was making our project a priority. Some specialized departmental needs took a while to work out. They’ve been committed and understanding of nonprofit realities.

Do you have any advice for future clients of theirs?

In retrospect, I wish I’d asked for guidance on how much time our staff and Board should expect to put in, based on Tenet’s experience with similar projects. Because we hadn’t worked on a project like this in a number of years, we weren’t fully prepared for how much time the content writing and site development problem-solving would take. Some folks on our team found it hard to turn something around in a couple of days during the visioning stages. It’s also important to make sure the right people are in the room from the beginning: the final arbiters, the folks who maintain the site, and the program heads with specialized needs. Those are all different people in our case so there’s been a big pool to coordinate. Tenet has been helpful in facilitating that, and has worked well with every level of our staff and Board.

4.5
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding & Web Design for Environment Advocacy Group

“They helped us identify opportunities for engagement to get the public more involved with our website.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Mar. 2017 - Apr. 2018
Project summary: 

Tenet redesigned a website, leading workshops to help define and align brand identity and objectives internally.

The Reviewer
 
11-50 Employees
 
New Haven, Connecticut
Curt Johnson
President & CEO, Connecticut Fund for the Environment/Save the Sound
 
Verified
The Review
Feedback summary: 

Tenet unified the brand identity and enhanced the website's overall engagement. By taking the time to understand the organization, their team was able to deliver a beautiful, user-friendly website. Internal team members are impressed with the quality of the work and are appreciative of Tenet's dedication to the project.

BACKGROUND

Introduce your business and what you do there.

I'm the president and CEO of Connecticut Fund for the Environment/Save the Sound, Connecticut's largest environmental advocacy group. We combine traditional advocacy campaigns with on-the-ground habitat, river, and marsh restoration activities. We also have a legal team to enforce environmental laws when necessary.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

In addition to having a significantly outdated website, we were also growing and evolving as an organization. As a result of two merged nonprofit organizations, we were in the process of absorbing additional programs. Our initial challenge was establishing brand clarity and developing a new website that was more engaging to our membership and the public.

SOLUTION

What was the scope of their involvement?

Tenet asked us to form a broad team, which ended up consisting of about 10 people from both our board and staff. From that core group, we went through several workshops together to go over our goals and define our mission. After eliciting our collective beliefs, they created brand statements which were then reviewed and became part of the core guidance for setting up the website. Finally, they designed and developed the site, consisting of three different landing pages.

What is the team composition?

I mostly work with James (Senior Partner, Tenet Partners) and Larry (Senior Partner, Tenet Partners). However, our internal communications director has worked more closely with other members of their team.

How did you come to work with Tenet Partners?

One of our board members had worked with them before and recommended we reach out. Fortunately, they were very generous and receptive about donating significant pro bono time and energy to our project. We chose to work with them based on the amount of work and the analysis they agreed to do considering our limited budget. No other vendor came close to matching the same services for that kind of value.

How much have you invested with them?

We've invested around $27,000.

What is the status of this engagement?

We started working with them in March 2017 and the project is expected to be completed shortly.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

About seven members of our staff participated in a walkthrough of the new website and their responses have been unanimously positive. Everyone is extremely appreciative and exuberant about the work Tenet has done.

How did Tenet Partners perform from a project management standpoint?

As I understand from communicating with our communications director, they've been very organized and efficient. They did an excellent job capturing the comments from the workshop and distilling them into thoughtful messages about our brand. Their design work is beautiful and they were receptive to our feedback throughout.

What did you find most impressive about them?

A previous vendor we had worked with took a boilerplate approach to our web design. However, Tenet's team took the time to get to know and understand our organization, and then applied that information to meet our main objectives. They helped us identify opportunities for engagement to get the public more involved with our website. In that way, their design was far superior. Furthermore, we're extremely grateful for the donation of their time and talent on this project.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding for Global Aerospace & Defense Company

“They take a holistic view of brand that’s essential in today’s business marketplace.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Jan. - June 2017
Project summary: 

After an aerospace and defense company acquired two new major additions, Tenet updated old brand messaging. They did market research to strategize a new campaign to boost brand equity and customer perception.

The Reviewer
 
10,000+ Employees
 
Cedar Rapids, Iowa
Corporate Brand Manager, Aerospace Company
 
Verified
The Review
Feedback summary: 

The new branding received very positive feedback, and set the benchmark for future campaigns. Tenet managed the complexity of the project well, and understood their role as part of the creative team. Their integrative view of branding was essential to success, and rare among their competitors.

BACKGROUND

Introduce your business and what you do there.

I'm the corporate brand mananger for a global aerospace and defense company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

Our brand positioning - which was first developed with assistance from Tenet in 2006 - was looking a little long in the tooth. We were trying to refresh our messaging and incorporate major acquisitions that have changed the look of our company.

SOLUTION

What was the scope of their involvement?

They did deep and intensive work to help us update our positioning, as well as develop an integrated campaign to promote our most recent acquisition. To accomplish this, they did internal and external interviews, as well as a deep dive into our positioning since 2006. They worked to understand our brand positioning in the marketplace as well as customer perception of us and our acquired companies - all to aid the transition and boost brand equity.

Based on their strategy work, they also developed a creative campaign that targeted internally and externally to promote the acquisition and the new positioning of the company. They also promoted our new branding with the future in mind, helping with brand voice, video guidelines, and naming strategy for new products.

What is the team composition?

We worked with a big crew of people, justified by the breadth of scope we had. Our key contact was Janice Bissell [Account Manager, Tenet Partners], our project manager. Beth Flom [Partner, Strategy, Tenet Partners] was our brand strategist. They also brought in Larry Oakner [Senior Partner, Employee & Customer Engagement, Tenet Partners], Larry Roth [Senior Partner, Digital, Tenet Partners] and a creative lead. Hampton Bridwell [CEO and Managing Partner, Tenet Partners] came in and out of the project, and helped keep all of his folks aligned and focused on our long-term goals. Plus a rotating team of experts, depending upon our particular needs at the moment. To a one, the whole team was amazing.

How did you come to work with Tenet Partners?

We’ve worked with them since 2006, before I joined the company. When we were considering our options for this project, we did look at other firms, but Tenet’s knowledge and comfort level with some of our key items of branding appealed to us, and we felt they could help us build a strong, resonant brand.

How much have you invested with them?

We spent about $250,000 on this particular portion of the engagement.

What is the status of this engagement?

We started working with them in earnest in January 2017, and the major push wrapped up by mid-summer. It was a six-month project, give or take, although we've continued additional work with Tenet since that time, based in great part on their good work through this major push.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The Paris Air Show served as the launch event for a major phase of the bran campaign Tenet had developed, and it earned glowing reviews, both internally and externally. Our internal team and our CEO felt we did a great job and set the bar high for next year. Our customers saw us everywhere, and the campaign really resonated with the target audience.

How did Tenet Partners perform from a project management standpoint?

They’re on top of it. The project was very complex, with a wide variety of people, approvals, and considerations. They did a yeoman's job of managing everything.

What did you find most impressive about them?

They take a holistic view of brand that’s essential in today’s business marketplace. They understand the role of a creative team and building a strong foundation on that creativity. Their integrated view of branding was essential to our success, and surprisingly rare among the branding companies we talked to.

Are there any areas they could improve?

There isn’t anything I can articulate. They did a great job. Probably the one thing I might hear is that our creative approach for the campaign didn't strongly push the envelope, but I think that's more because of the conservative nature of our company and even the industry. In my mind, Tenet listened to us and our audiences and met them where they needed to be, even if that didn't mean earning the AdWeek award.

5.0
Overall Score They were an essential partner in a critical moment in our company’s journey.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    Their project management skills were essential in making sure we could deliver.
  • 4.0 Cost
    Value / within estimates
    They provided excellent value for the cost.
  • 5.0 Quality
    Service & deliverables
    They were exemplary across the board in their thinking. They paid off on that thinking through deliverables we could act on.
  • 5.0 NPS
    Willing to refer
    They have my full, ardent support and approval.

Branding for Government Agency

“They adapted quickly and were very attentive. We felt like we were their only customer.”

Quality: 
4.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Oct. 2016 - Ongoing
Project summary: 

To better represent an educational government agency to a multifaceted audience, Tenet Partners delivered an entire brand platform to identity guidelines, with messaging matrices and a complete visual package.

The Reviewer
 
51-200 Employees
 
St. Cloud, Minnesota
Sarah Speer
Marketing & Public Relations Manager, NJPA
 
Verified
The Review
Feedback summary: 

The brand transformation excites even strong supporters of the old imagery. Tenet provides a large team, which is well-organized, respectful, and flexible. They are open to frank communication, and recognize the unique needs of the project.

BACKGROUND

Introduce your business and what you do there.

We hold contracts with vendors and manufacturers used nationally by education, government, and nonprofit entities. We also provide professional development, with other options for funding and partnership support. We operate regionally in Minnesota and are expanding our national business. I am the marketing and public relations manager.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

We wanted a brand that better represented what we do and the audience we serve. Our organization had grown so quickly, and we didn’t have a brand platform in place. We wanted a company that could differentiate us in the marketplace and build our presence.

SOLUTION

What was the scope of their involvement?

We chose them because of the process they use. We knew we wanted a lot of participation from the organization. They set up workshops and gathered input through different phases of the project. They went through a discovery process and came back to us with their recommendations. That gave us the opportunity to speak with all the stakeholders in our organization and develop the messaging and other unique aspects of the platform. We wanted this to resonate with our employees as well as with the public.

They delivered our entire brand platform, geared toward the four different audiences we serve. They walked us through the messaging matrix for each and built a visual package with identity guidelines and a tradeshow booth, plus a number of other deliverables along the way.

What is the team composition?

Our project manager was Kathleen Land [Account Manager, Tenet Partners], who just recently retired. Carol Friedland [Associate Partner, Strategy, Tenet Partners] acts as our account rep. I work directly with her most of the time. Andrew Bogucki [Senior Partner, Creative Director, Tenet Partners] is the team’s creative director. For our internal activation for some of the work, we also work with Larry Oakner [Senior Partner, Employee & Customer Engagement, Tenet Partners].

How did you come to work with Tenet Partners?

We found them through connections on LinkedIn. A few people I trust in marketing recommended them, and vendors we’ve contracted used them for their own branding work. We shopped a number of companies for proposals, but Tenet came out on top because of their process. We wanted to redo our entire visual package—beyond just our logo—and we felt they’d be the best choice.

How much have you invested with them?

We’ve invested around $300,000.

What is the status of this engagement?

We started working with them in October 2016, and our engagement is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We are in the process of completing a brand awareness survey and will roll out the new brand next June. We’re measuring their impact now so we can set benchmarks. In terms of employee engagement, the transformation has been phenomenal. Employees loved our old image, but our organization is behind us, and they're excited about the new brand.

How did Tenet Partners perform from a project management standpoint?

They did a great job. We had an online area to review our Gantt charts and action items. I’ve never worked with an organization with so many people involved in the process. They adapted quickly, and we were able to have frank conversations about our needs and their deliverables. They didn’t always agree with us, but they recognized we were different from their other projects. They were well-organized, and we were very happy with their management.

What did you find most impressive about them?

They were very attentive. We felt like we were their only customer whenever they expanded their creative team. We were only planning on a six-month engagement, but we’ve stretched out to more than a year and have had a really great experience with them. Their flexibility and patience were amazing, and they showed thoughtfulness, professionalism, and expertise throughout the process. They did their research and had a good feel for what we needed. We’re very pleased with how things went.

4.0
Overall Score They did a great job. There were a lot of people involved in the process. Improvements to their nimbleness would improve our overall rating.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They did a fantastic job keeping the project moving. They were always on time, and were patient with us.
  • 5.0 Cost
    Value / within estimates
    We get a great value for the money. Knowing the time and resources they put into the project, we definitely get our money’s worth.
  • 4.0 Quality
    Service & deliverables
    They did a nice job with the different pieces they brought forward. They gave us extra time to get us where we needed to be, and worked with us to fix any issues.
  • 5.0 NPS
    Willing to refer
    I recommend them especially for people looking for a creative team, but they do well developing strategy and brand platforms as well.

Branding for Real Estate Investment Association

"They had a lot of resources and were able to be flexible and accessible."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Jan. 2017 - Ongoing
Project summary: 

Tenet Partners designed and built a web platform where a real estate firm's staff and vendors could access brand assets. They managed the project from ideation through launch and support.

The Reviewer
 
11-50 Employees
 
Washington, DC
VP of Marketing, Real Estate Investment Association
 
Verified
The Review
Feedback summary: 

Comments from internal stakeholders praised the platform's attractive design and simplified layout. Tenet Partners distinguished themselves with their timely deliveries, meticulous organization, and flexible scheduling. The agency offered exceptional customer service for a reasonable cost.

BACKGROUND

Introduce your business and what you do there.

We are the worldwide representatives for Real Estate Investment Trust (REIT). We are a nonprofit association that lobbies on behalf of REITs and our members to ensure that REITs continue to operate in the best possible environment to continue to be a benefit to the investors and the economy. We also provide resources and research for our members and for investors.

I am the vice president of marketing. I help to ensure that we are on brand with our marketing and communications and that we are engaging with our members and adding value to their membership through events, networking, research, products, and services.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

We are launching a new brand in 2017 and, as part of that, we needed to develop a new brand center so that all of our staff, members, partners, and vendors could have one place to access our brand assets. Tenet Partners helped us develop a website to do that.

SOLUTION

What was the scope of their involvement?

Tenet Partners showed us examples of what they’d done for other clients to give us ideas of different ways we could problem-solve for our different audiences. They supported us from kickoff through development, populating the website with content, and design support. We are still making final tweaks to the project.

What is the team dynamic?

Larry [Senior Partner, Tenet Partners] was key in problem-solving the development of the website. He figured out how we were going to get the work done. Mark [Account Manager, Tenet Partners] was the project manager and he kept the project on schedule. He did status calls and followed up with me for deliverables that I owed him so that we could keep the project on schedule. I worked with several other people who helped with design support.

How did you come to work with Tenet Partners?

They were chosen before I started working here. We had worked with a branding agency before, but we knew Tenet had done brand centers before and we liked their work.

What is the status of this engagement?

We started working with them January 2017, and we have a future project that we plan to work with them on in 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We have launched the project internally, but it’s a confidential brand launch so we’re not launching it externally until November. Feedback from internal stakeholders states that the website is easy to use and aesthetically pleasing.

How did Tenet Partners perform from a project management standpoint?

They were excellent. They hit every deadline we established. I had weekly check-in calls with Mark, and after each call, Mark would send me a report with action items and anything that was outstanding. They were very methodical in making sure we understood how we would get the work done together and how they would be supporting us. It was an Agile process and as we discovered new needs, they helped us adapt our framework for the website to meet those needs.

What did you find most impressive about them?

Their accessibility was the thing that impressed me the most. No matter what it was or when it was, if I needed something, they always accommodated me. They were extremely helpful in the sense that if we needed something done or a problem solved, it wasn’t that they added an extra fee on to get the work done. We had hours built in for their support each month. I never felt like I had to worry about reaching out. They provided boilerplate content that we were able to edit for some very common things. They had a lot of resources and were able to be flexible and accessible. They were very hands on. We needed someone who would be fluid and flexible with this project, and they were the right fit for this project.

Are there any areas they could improve?

They have a CMS that they used with our website that is very user-friendly but there were a few things that I found clunky and I gave them that feedback. They took that feedback and talked to their development team about making changes. Like every product, service, or company, they had things that I felt they could improve.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Branding for Industrial Distribution Company

"I don’t know if anyone could have done a better job than they did at learning the business at the speed we required."

Quality: 
4.0
Schedule: 
3.0
Cost: 
2.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
May 2016 - Ongoing
Project summary: 

Tenet led rebranding efforts after an acquisition and merging of two enterprises, including a new logo and main platform. They also helped develop a rolling training program that was provided to all employees.

The Reviewer
 
201-500 Employees
 
Charlotte, North Carolina
VP of Marketing, Distribution Company
 
Verified
The Review
Feedback summary: 

Tenet excels at scalability in managing the issues that arise with a merger. The platform they built balances a defined brand with the flexibility needed to update and iterate as the company develops. They’re an ambitious and organized team that kept up with quick turnarounds.

BACKGROUND

Introduce your business and what you do there.

We’re about a $2 billion industrial distribution company servicing manufacturing and Fortune 500 customers across the United States. I’m the vice-president of marketing, so I have oversight over all our digital and marketing assets, product strategy, as well as our specialty businesses within the enterprise.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

There was an acquisition about three years ago. We were merging two companies that both had a lot of heritage behind their individual brands. The business challenge we were addressing was pulling together those two organizations into one company, under one banner, with one culture and one value proposition.

SOLUTION

What was the scope of their involvement?

I like working with Tenet because of their boutique nature. Working with a smaller firm, you tend to get more interaction with the senior level folks and the ability to adjust and move quickly when needed. I give them a lot of credit around their flexibility and willingness to flex when needed. In bringing together two enterprises, it can become a little disorganized sometimes. Tenet did a great job of helping us manage that dysfunction.

As far as deliverables go, and where they did a wonderful job from our perspective, is really building out the brand platform that we now leverage, all the way down to the service principles. They really helped us drive what we feel is a brand platform that we can iterate on over years to come, but built in such a way that there’s still flexibility where we can tweak as we move forward, which is great. The look and feel of the logo turned out fantastic; the way they used color, and the integrated patterns of the logo have been fantastic as well. The logo itself plays very well in all types of print, video, and digital media. The team did a great job on the logo development.

The last piece I would like to call out specifically is the training that was built and rolled out across our enterprise. We’ve got 3,300 associates, and we developed a cascading training that went out to all the associates. Tenet worked very closely with us in developing that, and it really drove home educating the two companies on what the new, individual company was going to stand for.

I directly worked with James Cerruti, who is the senior partner at Tenet. Nora Swenson was the project/account manager. We also had Carol Friedland who would come in and pinch-hit for James occasionally, and then we had Rebecca Longman and Larry Oakner that we worked with quite a bit. Andrew Bogucki did a lot of the design work, and another Andrew [Douglas] was our creative writer.

How did you come to work with Tenet Partners?

I joined the company only about a year ago, and I came here to lead up this rebranding effort. I selected Tenet within my first couple months on the job. I found them through a referral. The president of our parent company had worked with them in the past. There were a couple other agencies that we had worked with, one of which went out of business, and that left us in kind of a bind. Tenet was referred to us, and they were very willing to pick up the project and dig right in.

How much have you invested with Tenet Partners?

It’s a seven-figure-plus number. We didn’t hire a company like Tenet in an effort to be thrifty.

What is the status of this engagement?

We contracted with them in May of 2016, and the work is ongoing. We’re finishing up right now, so the project should be completed in the next 30 days.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

It’s all so fresh and new, we haven’t been able to execute on all the surveys and things we want to do with the market to see how well the brand is seated. I don’t have any clear measurable, with the exception being that we’ve trained 3,300 associates on the new brand platform, and we’ve rolled out the new brand across the entire enterprise.

How did Tenet Partners perform from a project management standpoint?

They’re good at identifying the milestones and tracking against those. I would say that there have been a couple of occasions when the project got off-track a bit. It’s hard to identify whether that was on us or them. In a lot of cases, it might have been us because we’re large and a little disorganized. If I was going to knock Tenet for anything, there were a few times when the project manager would get a little too overzealous in trying to hit specific dates. There were times when I’d have to tell James that we had a lot going on, and we needed to make sure we’re communicating appropriately to the people here. I think that was all done for the right reasons, and it was done because they’re ultra-focused on deadlines.

What did you find most impressive about Tenet Partners?

The logo design and the training are the two things that really stand out.

Are there any areas Tenet Partners could improve?

They come across as a very small shop, so there are times when a person is out on vacation and a task has to wait. Some of that is just due to their size. The benefit is that you get more of that TLC and direct executive engagement that you don’t get in larger firms.

One of the challenges for Tenet was that we were moving very slow, and then all of a sudden, we wanted to go very fast. They didn’t know our business, so it was a bit of a handicap. They had to learn a very complicated business in a very short period of time. I don’t know if anyone could have done a better job than they did at learning the business at the speed we required.

3.5
Overall Score They’re above average and someone I’d recommend.
  • 3.0 Scheduling
    ON TIME / DEADLINES
    The deadlines weren’t always met completely, but 9 times out of 10, it was our fault. We are a large, complex organization, and it’s difficult to pull large groups of people together quickly. Tenet wasn’t always in-tune with that challenge.
  • 2.0 Cost
    Value / within estimates
    Organizationally, they were the high-priced player. We could have found a lower cost alternative. We don’t know if the end product would have been as good as it was, but they’re very high-priced.
  • 4.0 Quality
    Service & deliverables
    The quality of the deliverables is very good.
  • 5.0 NPS
    Willing to refer
    I’ve already recommended them to a couple folks. I’d recommend them as much on the interaction and work with James Cerruti as anything. He was a good partner, attentive and responsive. He was willing to adjust on the fly if and when needed.

Product Naming for Nationally Recognized Brand

"They’re a very professional and seasoned team."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
4.0
The Project
 
Confidential
 
Apr. - May 2017
Project summary: 

Tenet Partners led a collaborative naming process for a new product. They contributed their creative expertise while welcoming the insider knowledge of the product owners. The process lasted one month.

The Reviewer
 
201-500 Employees
 
Irving, Texas
VP of Brand Marketing, Nationally Recognized Brand
 
Verified
The Review
Feedback summary: 

Tenet Partners successfully managed the project timeline. They proved to be an expert team with considerable experience in the field. There were no suggestions for improvement.

BACKGROUND

Introduce your business and what you do there.

I am the VP of brand marketing at a nationally marketed and recognized brand.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

Our business challenge was to come up with a battery of names in a very short time.

SOLUTION

What was the scope of their involvement?

It was a naming effort for a product we offer. What appealed to us about Tenet was the co-imagination process. With a short timetable to develop a battery of new names, we felt that blending their expertise with our insider perspective could get us to the finish line in a timely and high-quality manner. We were truncated because of our short turnaround. I believe the total number of rounds of names was four. Some were done internally, which Tenet screened and brought to us, and then the co-imagination process, which we co-created together.

How did you come to work with Tenet Partners?

We knew we had a budget parameter, so trying to find an agency to provide the services for the scope was difficult. Tenet came highly recommended through an organization of which we’re a member, based on the scope as that organization understood it.

What is the status of this engagement?

The project ran from April to May of 2017.

RESULTS & FEEDBACK

How did Tenet Partners perform from a project management standpoint?

They have outstanding project management. As it’s a name generation project, we didn’t use any project management tools. It’s more just meeting timelines and managing to those timelines.

What did you find most impressive about Tenet Partners?

They’re a very professional and seasoned team.

Are there any areas Tenet Partners could improve?

No.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    Outstanding.
  • 5.0 Quality
    Service & deliverables
  • 4.0 NPS
    Willing to refer

Brand Valuation for Chemical Company

"The quality is on par and best in class compared to all the agencies that I've worked with."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
May 2013 - Ongoing
Project summary: 

Looking for ways to quantify and qualify their brand valuation to investors, the client used Tenet Partners to understand their brand equity in relation to their total company value.

The Reviewer
 
10,000+ Employees
 
Kingsport, Tennessee
Aimee Davis
Director of Communications, Eastman
 
Verified
The Review
Feedback summary: 

Since working with Tenet Partners, the client has had an invaluable experience learning about the credibility of growing their brand and raising that awareness internally. Tenet Partners has a longevity in the brand valuation space that truly sets them apart.

BACKGROUND

Introduce your business and what you do there.

I am the director of global marketing communications and downstream engagement for Eastman. I've been with the company for 10 years, overseeing the leadership of a 50-person team globally for the company. We serve as the inside agency for Eastman, responsible for brand stewardship and brand integration from our large-scale acquisitions.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

We used Tenet Partners and their brand index modeling to understand familiarity and favorability among the investor audience and understand our brand equity evaluation as a portion of our total company value.

SOLUTION

What was the scope of their involvement?

Tenet Partners first came on my radar about five years ago when they were releasing their annual corporate brand indexes by sector. I noticed that they had a long history—more than 20 years—in tracking the chemical industry, and Eastman is a member of that vertical. Since we were looking for ways we could quantify and qualify investor perception of Eastman over time, I engaged with Brad Puckey, who leads the research practice of Tenet Partners, and they took us through their methodology of how they gain insights through in-person interviews of people within the target demographic.

We spent some time looking deeper into the competitive landscape together and identified four specific target companies that we wanted to track our attribution against. It was a very collaborative, open, and iterative process which now not only results in an annual output deck or playbook for us, but we've also moved to their online portal where we can look at information quarterly and on demand in a very visual way, telling the story of our brand equity and its journey within this specific target audience over time. It's been a great partnership, and I really like that they've added this on-demand visualization tool and portal that allows me to get my fingers dirty anytime I want without necessarily having to wait for the annual review. It's been a win-win.

How did you come to work with Tenet Partners?

I was doing a lot of research on LinkedIn in this space, and we had gone through an RFP [request for proposal] process about five years ago looking at large agencies to help us think about our brand acquisition strategy when it comes to mergers and acquisitions. Core Brand, which was the previous name of Tenet Partners, was on our shortlist, and we worked with them to produce an RFP to help us think through our brand hierarchy strategy.

We ultimately didn't go to Tenet Partners for that work, but through learning about their practice and their specialty in that area, we decided to focus them more narrowly in this space because they had such a long line of equity, relevance, and expertise, and because they had been tracking us since we spun off of Kodak in the 1990s. There was a lot of rearview mirror understanding we could get without having to commission brand new work, so it was the best of both worlds.

We had come to know them through another project. From narrowing our scope there, we discovered that they had this other practice that met a need for us, so we leveraged all of the work together to go into this vein of understanding.

How much have you invested with Tenet Partners?

It’s been under $200,000–$250,000.

What was the month and year you started working with Tenet Partners?

This is our fourth year of working with them for the corporate brand index information. We began working with them in May 2013. Our work is ongoing with them.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Their work has raised awareness internally with our key decision makers, and certainly with our investor relations group, about the process and approach to evaluating a brand as a part of a portfolio. In the past, that was seen as something that was very hard to do, and maybe it had a little bit of fluffy science around it. The leadership and practice that Brad has at Tenet Partners have really helped translate this into a credible source of data for our internal team. It has set the base foundation for us to now credibly earn the right to grow our investment in our brand, how we talk about our brand and the evolution of our brand at the company as an asset. It has completely shifted the conversation since the time we began working with them; that, to me, has been invaluable.

How did Tenet Partners perform from a project management standpoint?

I have no issues whatsoever. They meet every deadline. The narratives they provided us and the explanation and foundation of all their data and statistics are excellent. They're very accessible. Dealing with Brad is like naturally talking to a colleague that you've been working with for 10 or 20 years or someone that you went to college with. He's just very easy to understand. Even though his head thinks in big data and analytics, he's able to translate that into a marketer's language and I find that very helpful.

What did you find most impressive about Tenet Partners?

Their longevity in this space is what makes them stand out. I serve on the corporate brand council, and Tenet Partners is often looked to as a leader in this space. We've had them come in and speak on numerous occasions about this practice and their methodology in it. They are at the forefront of brand evaluation when it comes from the investor point of view. Their history of being 30 years in it now is impressive. A lot of companies bring their own flavor, methodology, or "secret sauce" that makes them try to be unique in this space, but Tenet Partners has really backed it up with the longevity. You get so much value from working with them because you're not always having to commission new work. You're able to benefit both from a historical and the forward-looking view, and I think that really sets them apart.

Are there any areas Tenet Partners could improve?

They could have come up with the online portal sooner. That is the only thing. The ability to have this on demand sooner versus waiting for the annual cycle would have been more robust. I'm very thankful that we have it now.

5.0
Overall Score I keep coming back every year.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    No issues. They've never missed a deadline.
  • 5.0 Cost
    Value / within estimates
    I haven’t been able to find another agency with a historical view that we could access for this investment level.
  • 5.0 Quality
    Service & deliverables
    The quality is on par and best in class compared to all the agencies that I've worked with.
  • 5.0 NPS
    Willing to refer
    I've recommended them several times to other companies.

Brand Strategy for Medical Devices Manufacturing Company

"They figured out how we were being perceived and helped determine how we would like to be perceived."

Quality: 
4.5
Schedule: 
4.5
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
2013 - Ongoing
Project summary: 

To create a more unified front for customers, this client used Tenet Partners to strategize and develop a full brand foundation for their multiple business entities.

The Reviewer
 
5001-10,000 Employees
 
Irvine, California
Brand Manager, Manufacturing Company
 
Verified
The Review
Feedback summary: 

The client appreciates that Tenet Partners was able to manage their multiple businesses, understand what they were trying to achieve, and deliver a quality branding effort.

BACKGROUND

Introduce your business and what you do there.

We are a medical devices manufacturer and I am responsible for the company's corporate branding.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Tenet Partners?

We needed to come up with a unifying mechanism for our company. We are a large entity with around 11,000 employees globally, as well as 3 autonomous business units. Our challenge was how to present those 3 entities as a single front to customers.

SOLUTION

What was the scope of their involvement?

Tenet Partners was hired to help us strategize and come up with a tactical plan for our unification. We underwent a lot of research, both with internal staff and external customers. It involved our CEO as well as various people in the marketing, regulatory affairs, and other departments. Tenet Partners approached both direct customers, namely healthcare professionals, as well as patients. They figured out how we were being perceived and helped determine how we would like to be perceived. Tenet Partners went through a number of steps in order to identify the pillars of our brand foundation. From this, we led into all-new brand standards, allowing our 3 businesses to still market their products according to specific campaigns, but creating common branding and graphical elements.

Tenet Partners came up with several different options for our look and feel. We don't have a corporate entity able to manage our brand from a strategic perspective. What we have is a brand council that is representative of all of our businesses and internal functions, like investor relations and human resources. Once the foundation was built, Tenet Partners created design elements speaking to it. As a team, we selected one of those and have been incorporating it over the last year. We position ourselves as being transformational, so the primary graphical element is a reflection of this. It's a transition from a small square to a larger one, repeating our message subliminally.

How did you come to work with Tenet Partners?

We started our work with a couple of different agencies, but, though no fault of anyone, we came to an issue of presenting our unified image to the marketplace successfully. We needed to present a cohesive image at conventions, on our website, in journal publications, and so on. Initially, we tried to come up with a new brand that could visually do it. It proved to be a band-aid for a broken arm, so we never got anywhere with the other agencies. We finally realized the need to back up and do things more strategically. This was Tenet Partners' initial involvement. We ended up staying with them for the entire process, given how happy we were with our partnership. 

How much have you invested with Tenet Partners?

The cost of Tenet Partners' work has been in the range of $250,000.

What is the status of this engagement?

We started working with Tenet Partners in late 2013 and have an ongoing relationship.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

Most of our business partners have appreciated the clean and crisp look of our material. It's driving a unified perspective.

How did Tenet Partners perform from a project management standpoint?

I have no complaints about Tenet Partners in this regard. They were spot-on and stayed on top of things. They also kept us engaged and honest with our deadlines.

What did you find most impressive about Tenet Partners?

Tenet Partners was able to get a handle for our businesses and what we were trying to achieve. Their strategist was incredibly bright and intuitive.

Are there any areas Tenet Partners could improve?

None that I can think of. One of the things that we failed to do, through no fault of Tenet Partners, was to come up with a new tagline that could speak to our company as a whole. We went through several rounds of this and also approached another naming agency. It had to do with what was available, what spoke to us, and so on.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
    Tenet Partners has stayed within timelines but those were longer than I would have wanted. They have been extremely collaborative with us but they could have been more timely.
  • 4.0 Cost
    Value / within estimates
    Tenet Partners is a little on the high side, but what we've gotten has been extremely valuable.
  • 4.5 Quality
    Service & deliverables
    The quality is excellent.
  • 5.0 NPS
    Willing to refer
    I've done it numerous times already.

Brand Asset Development for Financial Services Company

"I feel that Tenet Partners is really working on our behalf to better our business."

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
Project summary: 

Tenet Partners’ relationship with the client began with creating a central digital resource for distributing brand artwork and guidelines both within and without the company.

The Reviewer
 
5001-10,000 employees
 
New York Metro Area
Marketing Leader, Brand Strategy & Design
 
Verified
The Review
Feedback summary: 

Tenet Partners’ thorough and expert work on this initial project led to a much larger partnership with the client. The client notes that Tenet Partners is innovative and highly skilled and considers them to be an important part of their branding team.

BACKGROUND

Please describe your company.

We are a financial services company that provides business-to-business as well as business-to-consumer products, programs, and services.

What is your role at the company?

Marketing leader, brand strategy & design group, which is part of our global marketing organization.

OPPORTUNITY / CHALLENGE

What was your initial goal for working with Tenet Partners?

The original project was based on a digital brand center. Our goal was to be able to find a way to distribute our brand artwork and guidelines to employees, customers, marketing partners, and other third parties. We required a central digital resource for that purpose.

SOLUTION

Please describe the scope of their work.

Their role has expanded significantly since our first project with them 13 years ago. Since then, we have done a lot of projects together from brand strategy to naming and identity design for new products, programs, or services to assistance with our corporate identity system, marketing communication templates, and training materials. We developed another website for our corporate identity system, and we extended our original public brand center into four different languages. So, we work with Tenet Partners on a daily basis, and I consider them an important part of our branding team.

What was your process for selecting Tenet Partners with which to work?

We looked at various branding agencies to help us and selected Tenet Partners. Tenet Partners had such a wide range of knowledge. We needed a company that was innovative, strategic, and had strong visual and technical design skill and expertise. At that time, about 13 years ago, there were a lot of organizations that were only print-design based, and didn’t necessarily have the strategic knowledge about our brand, including brand architecture and how all of our projects relate to each other and to our organization. We felt that Tenet Partners was very comprehensive in that regard.

RESULTS & FEEDBACK

How would you describe the results?

They now work with a much larger portion of our entire company because of the projects they've done for us and the success of those projects. We’ve been able to bring them in with our regional marketing teams as well, and some of our consultative services, so that they can help us align the branding work that we’re doing within the company.

How would you describe their performance?

They are extremely thorough, which is one of my favorite things. I’ve worked with a lot of agencies through the years, and with many of them when I get the project back, I’ll have to do extensive proofreading, and I’ll find things that are incomplete or incorrect. I think one of the great assets of Tenet Partners is that they’ve done a lot of that thinking before I even see anything, so I’m getting a very polished first draft anytime we’re working on a project. Additionally, the expertise that they gain on one project for us is trickled down through their organization. So, we don’t have a situation where one designer will do something, and then another designer will do something that conflicts. 

There’s a lot of consistency across the projects. They are very quick to ask questions or bring up points or issues I might not have not seen when I was creating the project. Their ability to take my project parameters and add both insight and innovative ideas is stellar. They really understand our business, and they’re able to apply that on a project-by-project basis very consistently. 

Is there anything unique about them that really makes them stand out, compared to other companies?

I feel like it’s truly a partnership and it’s very seamless. I don’t get the issue I do with some other agencies where I feel like they’re trying to upsell me, or consistently talking to me about budget issues, or trying to better their own business. I feel that Tenet Partners is really working on our behalf to better our business, and that makes it very comfortable and enjoyable to work with them.

Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?

Honestly, I don’t think so. They’re really the easiest agency I’ve ever worked with. Like I said, they know our business, and they apply that knowledge to our projects. The projects are done consistently, thoroughly and creatively. They have a great design eye. So, I can’t really think of anything I’d like them to do differently.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I would recommend them to anyone, and I do frequently.