Brand Archives - 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? […]

Could Nicola Sturgeon’s fate prove that you win on brand but lose on reputation?

23 March 2021 by Ann

We have been musing here at Tovera at the apparent fact that corporates, businesses, brands, even politicians seem to win on brand but lose on reputation. Normally we resist quite such binary statements and much prefer nuance, since that’s usually more reflective of untidy reality. But we can’t help but observe in the torrid time […]

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 […]

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 […]

Pret a Manger appoints Tovera

25 December 2019 by Spencer Jordan Fox

London, 07 December 2018: Tovera Consulting (Tovera) has been appointed to lead a programme of research and insight development for Pret a Manger (Pret) to inform its engagement with stakeholders. Tovera will be working closely with Headland who have been appointed to advise on Pret’s corporate communications and public affairs. Part of the brief for […]

Tovera Insight: Reputation Measurement

21 August 2019 by Spencer Jordan Fox

During our work advising clients on how to build strong corporate brands and reputations we’re often asked about how companies should measure reputation. The same questions arise so we thought it useful to share our view in this Tovera Insight blog post. In summary, if you are considering measuring your company’s reputation, be sure you […]

Brands are relative, reputations are absolute

28 February 2018 by Spencer Jordan Fox

Here at Tovera we continue to think about why corporate brand is different from corporate reputation. I am struck by how brands declare themselves in terms of providing their benefits without harm, without doing damage, as Google might say, “not being evil”. The “extracting the negative” approach. Clearly this is because the brand is – […]