Corporate Branding 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? […]

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 […]

Book Review: Dave Trott, One + One = Three

22 June 2017 by Spencer Jordan Fox

By Ann Binnie, Managing Partner, Tovera Consulting. Summary view Dave Trott tells evocative yet sparely written stories, each illustrating an important point about creativity as it applies to life, art and the world of advertising. He always has told good stories, even before “storytelling” became fashionable. So it comes naturally and this book is a […]

Kraft / Unilever – a story of two reputations

27 February 2017 by Spencer Jordan Fox

There’s a headline in the Telegraph today that just about sums up the collective response to Kraft’s proposed (and now withdrawn) takeover of Unilever. It reads ‘Kraft Heinz: how to lose a deal and irritate everyone’. From a reputation perspective, the moment I read about Kraft’s proposal, I thought, ‘what on earth are they thinking? This […]

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 […]

Obama: A communications misstep that might lead to brand damage for Remain.

29 June 2016 by Spencer Jordan Fox

In a thoroughly good BBC interview led by Hugh Edwards, President Obama very eloquently and rather forcefully put forward his view that the UK should remain in the EU. His reasoning being that the UK would struggle to get a trade deal with the USA outside of the EU. In an earlier interview he also […]