TOVERA Consulting is founded by Spencer Fox and Ann Binnie and with the support of leading topic specialists who form The Board of Experts.

Spencer and Ann have extensive experience in both brand and reputation and have brought the two schools of thought together for the first time in a single framework for measurement and analysis.

TOVERA exists to help organisations be successful in the long term. By providing expert advice, grounded in solid research, we help organisations build solid reputations and strong brands as both are needed to build and protect value in the long term.


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Spencer has more than 20 years of experience in brand and reputation strategy and is a passionate advocate of the power of a highly differentiated brand and reputation. The early part of his career was spent in advertising and it was during his time at JWT that he first used the Thompson Total Branding protocol. He later founded Axis Communications, a consumer brand and advertising agency where he developed The Foundry, a brand positioning methodology working with clients such as Levi’s, ITV and Morgan Stanley. This work led him to pursue his last role at Reputation Institute where he established the UK business and led major corporate reputation research projects for organisations such as IHG, Samsung, Tesco, AstraZeneca, Kellogg’s and British Gas. Spencer has a Masters in Business Administration (MBA) from Cass Business School in London where he graduated with merit. He is a member of the Market Research Society (MRS).

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Ann is a highly regarded brand and research expert. She previously worked as Board Planning Director in three top London advertising agencies before setting up her own business, latterly in partnership with a fellow ex-planner. Client experience is extremely wide: Mars, E & J Gallo, News International , BBC Radio, Charities Aid Foundation, Barclays Wealth, Landor, The Reputation Institute, Ogilvy, and JWT are just a few examples. As an independent consultant she applies planning principles, consultancy, research and facilitation skills to strategy, positioning and communications development in the wider branding and design world, across sectors that include charities as well as commercial, international as well as UK. Ann has an MSc in Business and is a qualified Enneagram teacher. She is a full member of the Market Research Society, a member of the Marketing Society, a Fellow of the RSA and has made contributions to books on Design Agency management, acted as a judge on APA (now CMA) annual awards, taught on MRS Summer School and since 1995 has had an entry in Debrett’s People of Today.