Article | 15th May 2025
Growth stalling? It’s Probably Not The Market
You know how it goes. When sales slow down, the default diagnosis is always external.
Our Brand Thinking
No fluff, just straight-talking insights.
This is where we share honest takes on branding, backed by years of experience. If you’re after real-world thinking that cuts through the noise, you’re in the right place.
Article | 9th May 2025
Why Your Best Work Isn’t Winning
We’ve worked with businesses through some of their most demanding product launches. It’s an intense process. Every detail gets scrutinised, from the design studio to the factory floor to the first customer experience. Everyone’s all in.
Article | 6th May 2025
If a 5-to-1 ROI Isn’t Enough, What Hope Do We Have?
I was listening to The Rest Is Politics: US the other day, and they were discussing the latest round of government cuts in America. One point jumped out – federal funding for R&D is being slashed, despite the fact that for every $1 invested, the return is estimated at $5 or more.
Article | 2nd Apr 2025
If Your Products Are Complex, Your Brand Shouldn’t Be
In B2B tech, complexity is often treated as inevitable—even desirable. The more advanced the product, the more convoluted the brand becomes. But that thinking is flawed. Complexity might be part of what you build, but it shouldn’t be part of how you explain it.
Podcast | 31st Mar 2025
Why B2B Tech Brands Keep Getting It Wrong (And What To Do About It)
B2B tech is booming. But most of the branding? Dull, confused, and disconnected from what actually drives growth. In this episode, Stewart, Chris, and Julie dig into Brand Dynamics in B2B Tech: The Current Landscape - our new report that finally puts it all in one place.
Article | 24th Mar 2025
Brand Strategy Isn’t About a Clean Slate: Here’s What Really Works
Stop waiting for perfect conditions to fix your brand. Most branding projects don’t start from scratch. They start in the middle of the mess - while a website is already being built, a marketing campaign is in progress, or a leadership team is debating next steps.
Article | 14th Feb 2025
What Does Positioning Really Mean?
Brand positioning isn’t just a tagline—it’s about owning a distinct space in customers’ minds. Without a clear strategy, your brand risks blending into the noise. This article explains what brand positioning is, how it differs from product positioning, and how to make it work for your business.
Article | 10th Feb 2025
Why Marketing Campaigns Fail – And How to Fix It
You’re pouring money into your marketing, ticking all the right boxes, but the leads just aren’t coming. The campaigns aren’t landing, and the ROI isn’t there. Why do marketing campaigns fail?
Article | 7th Feb 2025
What Do Brand Consultants Actually Do?
Most businesses don't realise they need brand consultants until facing a brick wall. Maybe growth has flatlined. Perhaps the leadership team is pulling in different directions. Maybe the market has shifted, leaving your brand feeling like yesterday's news.
Article | 31st Jan 2025
Why B2B Tech Branding is the Key to Unlocking Growth
In the competitive world of B2B tech, branding is often an afterthought. Companies tend to focus on technical features, leaving their brand foundations weak and messaging fragmented. But without a strong foundation in B2B Tech Branding, even the most innovative technologies struggle to resonate with customers and drive growth.
Article | 21st Jan 2025
The Outcomes of Branding: Beyond ROI
In our 20 years of working with B2B brands, we’ve learned a simple truth: branding’s impact is rarely immediate, linear, or easily captured in a spreadsheet.
Article | 11th Dec 2024
Emotion in B2B Buying
Emotion is a word that’s thrown around a lot in branding, often associated with happiness, joy, or love. In B2C, it’s easy to see why.
Podcast | 3rd Dec 2024
Beyond the Buzzwords: When AI Meets Brand Strategy
Join the Good Brand Consultants team as they tackle the challenging intersection of AI and brand positioning.
Article | 26th Nov 2024
Brand Bike Shedding: Why Avoiding the Big Brand Questions Costs You More
Branding often mirrors a curious behavioural quirk in decision-making: Bike Shedding. It's a term coined by British historian and writer Cyril Northcote Parkinson in his 1957 essay on organisational inefficiency.
Article | 19th Nov 2024
AI in Branding: Moving Beyond the Buzz
AI is everywhere. From marketing to product design, brands are rushing to slap “AI-powered” on their offerings, hoping to ride the wave of technological intrigue. But here’s the thing: it’s not enough to say your product uses AI. Customers aren’t dazzled by buzzwords; they’re looking for something far more fundamental—clear, tangible value.
Podcast | 5th Nov 2024
Beyond Features: How Brand Positioning Drives B2B Sales Success
Shifting from feature-focused sales pitches to value-driven conversations through effective positioning helps B2B companies demonstrate real business benefits to prospects.
Article | 1st Oct 2024
81% of B2B Ads Fail: Here’s How Better Branding Can Fix It
A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.
Podcast | 30th Sep 2024
Aligning Brand Consistency Across Channels
Chris, Julie and Stewart dive into one of the most common challenges businesses face: how to communicate their brand consistently across different channels, regions, and markets.
Podcast | 11th Sep 2024
Taming the Product Portfolio Beast: Simplifying B2B Offerings
In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses.
Article | 20th Aug 2024
B2B Branding: What Happened to “Hello”?
In the rush to showcase technical prowess, many B2B brands forget the simple yet powerful act of introducing themselves. Without a proper “hello,” even the best products struggle to make an impact.
Podcast | 1st Aug 2024
How Should You Update Your Brand?
Going through a brand refresh is fraught with challenges.
Article | 22nd Jul 2024
The importance of storytelling for B2B Tech brands
B2B Tech brand marketers must learn to step away from a technical features approach and embrace a brand-led storytelling to stand out and differentiate their products.
Article | 12th Jul 2024
Digging For Business Trends
Trends. You can't escape them, and you are certainly influenced by them. One way we look at trends affecting what we do here at Good is to look at the types of enquiries we're getting in and see how they change over time.
Podcast | 20th May 2024
The Theory and Practice of Brand Architecture
The theory around brand architecture is well documented.