Spencer Jordan Fox, Author at Tovera Consulting

Protect and increase company value with a corporate brand and reputation strategy

22 March 2022 by Spencer Jordan Fox

Corporate brand and reputation are recognised as being where significant value is held in companies. On average, 90% of the value of a listed company is attributable to intangibles such as brand value and reputation ‘goodwill’. Yet intangible value can be volatile, sensitive to the whims of customers and stakeholders. Brands can lose their way […]

Communications Directors – you need to get a handle on Brand

15 February 2022 by Spencer Jordan Fox

An organisation’s Brand and its Reputation are both proven to contribute to its value and be fundamental to its long-term success. Thus, it follows that they should work in lockstep together. However, the disciplines of Brand management and Reputation management have developed quite separately, each traditionally being controlled by different functions in an organisation: Brand […]

It’s time to shift gear from tactical to strategic

11 July 2021 by Spencer Jordan Fox

After over a year of mostly tactical and reactive marketing and communications, you think you now know how the ground has shifted, how attitudes have changed, the degree to which expectations have grown as a result of Covid-19. So how do you navigate the post Covid-19 world and ensure your strategy is fit to win? […]

When it comes to being authentic, Dolly knows best.

11 March 2021 by Spencer Jordan Fox

Dolly Parton embodies all that is good about America. A hugely talented singer-songwriter and musician; a 60-year career with global success; doing genuine good through her philanthropy projects such as the Imagination Library and the Dollywood Foundation; and just last week filmed encouraging people to get their Covid vaccine. Dolly’s rags to riches story and […]

Do you know what your stakeholders are thinking?

12 November 2020 by Spencer Jordan Fox

When a company is making a strategic shift, like breaking into a new market or repositioning in an existing market, bringing its stakeholders with it is critical to its success. Those that choose to ignore this rule risk destroying value. A company listed in the UK, on average, is valued at over three times its […]

Tovera’s Ann Binnie asks: what exactly is this “brand reputation” people are talking about?

10 August 2020 by Spencer Jordan Fox

Lately we seem to have been seeing quite a lot of reference to something called “brand reputation” in the context of potential competitive advantage or threat. This concerns us here at Tovera because it seems there might be some muddying of the waters in industry terms. And we’re always keen to gain clarity – synchronise […]

There’s no such thing as ‘quick insight’

19 June 2020 by Spencer Jordan Fox

The speed with which marketers and communication executives are currently expected to craft compelling campaigns and messages means they are often looking for ‘quick insight’ as a ‘hook’. We see it frequently with our clients and agency partners: conversations that start with “do you have a quick insight on….”. Little wonder that our hearts sink. […]

Is your Purpose fit for purpose?

18 June 2020 by Spencer Jordan Fox

Purpose comes dressed in many guises. Here at Tovera, we have always considered it central to the corporate brand. We observe that for some it seems to be a new word for what was previously known as vision and mission. For a few, it’s purely a statement of intent for use in PR or communications […]

Purpose and the dangers of ignoring basic principles.

20 February 2020 by Spencer Jordan Fox

It was only two weeks’ ago that we shared our thoughts on how to define a corporate purpose (and almost four years since our first blog on the topic). Purpose has been in the news almost daily since and this, combined with a number of global brands announcing their own statements of ‘purpose’ (and in […]

Defining a corporate purpose.

6 February 2020 by Spencer Jordan Fox

It can sometimes feel strange watching companies identify a need to define their ‘purpose’ as if they’d previously operated without one. Anyone who runs a company knows that the purpose of the company – first and foremost – is to make a profit. Without profit, the company ceases to exist. Ah, you say, it’s different […]