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? […]
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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 […]
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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 […]
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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 […]
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Here at Tovera we like to think of the attributes of corporate reputation that organisations try (or claim) to live by as virtues – a nice complement to, but distinct from, the organisation’s brand values. [see link here for more on that subject] Our experience over the years has taught us that there is often […]
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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 […]
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In the news recently we learned that some companies have responded to the less adverse than expected impact of COVID 19 on their business by paying back their furlough grants to the government – an unquestionably ethical decision. This set us wondering here at Tovera about how much in recent months companies have found their […]
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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. […]
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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 […]
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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 […]
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