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 […]
Read More ›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 […]
Read More ›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? […]
Read More ›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 […]
Read More ›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 […]
Read More ›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 […]
Read More ›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 […]
Read More ›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 […]
Read More ›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 […]
Read More ›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 – […]
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