Brand personality Archives - Tovera Consulting

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 – […]

Tovera Talks with Barnaby Dawe, Global CMO, Just Eat

22 June 2017 by Spencer Jordan Fox

We are introducing a new feature which we hope will provide nuggets of wisdom and food for thought for our readers. Tovera Talk asks key industry figures to respond to a few simple questions and reveal a little of themselves. We’re delighted to bring you our first respondent, Barnaby Dawe, CMO of Just Eat. Who […]

Does viewing people as assets demean them (and us)?

11 August 2016 by Spencer Jordan Fox

Article by Ann Binnie. I heard this morning on the radio a discussion about the various Olympic authorities’ deliberations on whether/who to ban from the Russian squad for misuse of performance enhancing drugs. I was struck by the use of the term “assets” for the athletes in question. Maybe the context of Russia made me […]

Give your brand the psychopath test

6 May 2015 by Spencer Jordan Fox

Following is a fantastic blog first featured on the WARC website and written by Faris Yakob. It reminds us of the great work of Stephen King who gave us the game changing insight that we humans append personality traits to everything, including brands. Can you describe your brand personality? Give your brand The Psychopath Test […]