Article | 14th Apr 2026
Marketers have been told to become publishers for the best part of a decade. Most of them did it: editorial calendars, content strategies, dedicated teams. The brief was always the same: more content, more often, on more channels. Then AI arrived and removed the last excuse not to produce. We now have more content than ever, and most of it sounds like it was written by nobody in particular.
Article | 18th Mar 2026
If your B2B brand isn't generating leads, the problem is almost certainly not your sales process, your pricing, or your product. It's your brand. Specifically, the way your company is understood, remembered, and chosen by prospects before they ever speak to your sales team. The five most common reasons are: unclear positioning, inward-facing messaging, visual and verbal sameness, inconsistency across touchpoints, and simple invisibility. Fix those, and the pipeline moves.
Article | 4th Feb 2026
The word 'rebrand' gets thrown around a lot. A new logo here, a colour refresh there, and suddenly it's a rebrand. But for B2B companies, a true rebrand is a significant strategic decision. And getting the timing wrong can be costly.
Podcast | 15th Jan 2026
In this episode, Stewart, Julie, and Chris dive into the pervasive problem of "AI-powered" marketing in 2026. Sparked by observations from the Consumer Electronics Show in Las Vegas, the team discusses how lazy product marketing has reduced AI to a meaningless badge, plastered on everything from battery chargers to computers without explaining actual customer value.
Article | 13th Jan 2026
What a soap opera. For years, I've been enjoying William Cohan's coverage of the industry over at Puck News. All the struggles, the intrigue, the… well, nonsense. And now, these giants have given us exactly what we want: A crossover event. To. The. DEATH.
Article | 27th Nov 2025
We received a brief recently from a great client. It was full of gnarly problems and interesting challenges. The kind of brief you want because the client is genuinely looking for growth. Then I looked at the KPIs.
Podcast | 25th Nov 2025
Lululemon built an empire by obsessing over community, culture, and the women they served. Then something changed. The stores lost their personality. The customer workshops disappeared. The soul got diluted.
Article | 11th Nov 2025
On a grey Thursday afternoon, a CMO and a CFO sit in a glass meeting room, looking at the same chart and seeing two very different stories.
Podcast | 3rd Nov 2025
Most brand projects fail not because of bad creative work, but because of poor internal groundwork. In this episode, we sit down with Robert McKechnie, MD of Starrett Europe and a veteran of successful brand transformations at organisations including Core (Scottish Power) and Norbord.
Podcast | 1st Oct 2025
Something's coming over the hill! In this episode of The Good Brand Podcast, Stewart sits down with Chris and Julie to tackle a thorny question: what happens when “cheap imports” aren’t cheap or inferior anymore, just good enough, well-priced, and increasingly well-branded?
Podcast | 17th Sep 2025
In this episode of The Good Brand Podcast, we sit down with Catherine Connolly, Executive Chair of Prime Light Group, to explore how brand shapes boardroom decisions and business strategy.
Podcast | 27th Aug 2025
In this episode of the Good Brand Podcast, we sit down with Caroline Jones (CJ), co-director of Anatomical Concepts, a Glasgow-based company providing rehabilitation technology and personalised services for people following life-changing illness or injury.
Podcast | 14th Aug 2025
In this episode of the Good Brand Podcast, we unpack the findings from our latest B2B brand survey — and they’re telling.
Article | 11th Aug 2025
Clients used to talk about “cheap asian imports” as a distraction. They were, as the name implies, cheap. Cheap in cost but also in quality.
Podcast | 30th Jul 2025
Why do so many professional services firms, full of smart, capable people, sound like they’re trying to confuse you? In this episode, the Good team dives into the five hard truths that explain why professional services branding so often misses the mark.
Article | 16th Jul 2025
When sales flatten, most CFOs reach for the obvious fix: pour money into sales enablement. More decks, more training, bigger incentives. But here's another point of view.
Podcast | 9th Jul 2025
A trillion-dollar value gap. A C-suite that doesn’t get it. And why “brand” still feels like a dirty word in B2B. Stewart, Chris, and guest Teri Nicklin get real about why brand is misunderstood, underfunded, and harder than ever to prove. Expect honest takes, stupid questions worth asking, and a push for braver brand thinking.
Podcast | 23rd Jun 2025
In this episode of the Good Brand Podcast, Stewart, Julie and Chris get stuck into the real reason your best work isn’t cutting through. It’s not a branding problem, it’s a business problem. From product-led blind spots to muddled messaging, they unpack the "recognition gap" between what companies think they’re selling and what customers actually value. Expect plain talk on why brand is often misunderstood, why internal bias wrecks clarity, and how to close the gap with positioning that drives real, measurable value. If you’re still leading with technical specs and calling it strategy, this one’s for you.
Article | 15th May 2025
You know how it goes. When sales slow down, the default diagnosis is always external.
Article | 9th May 2025
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 | 2nd Apr 2025
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
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 | 7th Feb 2025
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.
Podcast | 3rd Dec 2024
Join the Good Brand Consultants team as they tackle the challenging intersection of AI and brand positioning.
Article | 19th Nov 2024
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
Shifting from feature-focused sales pitches to value-driven conversations through effective positioning helps B2B companies demonstrate real business benefits to prospects.
Podcast | 30th Sep 2024
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
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.
Podcast | 1st Aug 2024
Going through a brand refresh is fraught with challenges.
Article | 12th Jul 2024
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 around brand architecture is well documented.
Article | 12th Mar 2024
Over the years, we’ve been lucky enough to work with brands that are all on board with what brand can add to their business.
Article | 7th Mar 2024
Ever opened a head? Like, a human head. With a bonesaw. Then gone in and fixed that brain inside the head? No? Probably because it sounds hard, like brain surgery. It is hard. It's, you know, brain surgery.
Podcast | 4th Jan 2024
We chat with Mike Hunter, our associate design director here at Good, about the dos and don'ts when it comes to what many businesses see as the end of the brand process, the brand guidelines.
Podcast | 30th Oct 2023
Stewart's in the US! Chris is at home! Julie is at home!
Podcast | 28th Sep 2023
We're not playing around, we're diving deep into the trenches of practical brand strategy.
Podcast | 15th Aug 2023
In this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed.
Podcast | 13th Jul 2023
In this episode, we tackle the issue of 'brand confusion' and its impact on sales.
Article | 20th Jun 2023
Let's start by setting the scene with a couple of assumptions.
Podcast | 20th Jun 2023
We work with private equity businesses that understand the value of a clearly articulated brand.
Podcast | 22nd Mar 2023
We've been looking into the world of business to business tech firms, and we've noticed some patterns in how they deal with brand that could be losing value in their business.
Podcast | 14th Feb 2023
Your competition is another company; it's the status quo.
Podcast | 9th Jan 2023
Too often, we focus on the end result when it comes to brand. Instead, it's helpful to reflect on one of the critical milestones in the journey, the kick-off session, the brand workshop. We dive into what makes a good brand workshop, the reason for doing it and how to improve the session's outputs to ensure great work is built from it.
Podcast | 21st Nov 2022
Everyone swoons at a vision. Everyone gets into the value. But the mission? It's the middle child that people love but don't understand. We get into what we mean by 'mission', why it's central to a brand and how it should be used within your business.
Podcast | 24th Oct 2022
The title says it all. We go into the brand strategy, what it means to be serious about it and why we think there needs to be more critical thinking around it.
Article | 4th Oct 2022
As I sit here in October 2022, it looks like we're heading into a recession.
Article | 29th Sep 2022
We've been going through our brand definition process, going into some detail with vision and values. Now we're getting into the meat of that brand sandwich, your brand's mission.
Podcast | 13th Sep 2022
Defining your brand starts with your vision. We look at the best approaches to creating a meaningful vision that's ownable to your business.
Podcast | 2nd Aug 2022
We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.
Article | 27th May 2022
Once upon a time when it came to product marketing, it was about going beyond the features. Features meant nothing. NOTHING! It had to be all about the benefits, I'd yell. Give me the benefits, and let me create magic for you.
Article | 9th May 2022
Discover how to answer the question ‘What is a brand vision?’. A year‑to‑year guide built on your mission and values. Learn how to create an inspiring, ownable vision that stretches your brand toward its future.
Podcast | 20th Apr 2022
If you're looking to put a brand strategy in place it makes sense to know what the return is. The best way to do that is to tie the goals to the overall business strategy. Makes sense. So why is it we don't see this in operation as much as we'd like? Chris dives deep into what it takes to tie brand to the business goals.
Article | 5th Apr 2022
We've done many, many articles in this journal on how we see brand working in your business. From how it manifests itself in content to the need for strong brand architecture, we've covered many bases.
Article | 8th Mar 2022
The most alluring aspect of digital marketing is the ability to get the right message to someone when they're looking for something. Intent is powerful. Someone wants something; you present an option to them.
Article | 3rd Mar 2022
Yes, a post from a brand consultancy about how to keep your brand project on track. Now, the easy post would be about hiring us to get it done. Easy but not useful.
Podcast | 10th Jan 2022
We've talked about how sustainability can destroy brands, the trick is then to understand how to make brands work with sustainability. Especially as a number of proposals are on the table about how brands should report on their sustainability efforts. We have a chat about the repercussions of Sustainability Disclosure Requirements and what it means for branding.
Article | 17th Dec 2021
I don’t think that there is a more contentious element in the wonderfully weird world of branding right now than the notion of “Brand Purpose”.
Podcast | 11th Nov 2021
Do you get confused between your mission and your vision? Are you tripping up over the values and a purpose? Can you tell the difference between a brand key and a brand onion? Are you asking why this is so hard? So are we. Here's our approach.
Podcast | 14th Oct 2021
Brand's where the fun is, content's where the work is. But what's more important? There's is only one way to find out. FIGHT!
Article | 29th Sep 2021
The purpose of our brand consultancy work is to build the perceived value of a business so that you can increase the margin of a product or increase market share — ideally both. But to start to create that perceived value, you must understand your brand.
Podcast | 20th Sep 2021
We're looking at the thorny issue of "Brand Love". Is it something useful? Is it nonsense? Can it be measured? We chat it through. Chris, Julie and Stewart try to get to the bottom of the phrase, "brand love".
Article | 24th Aug 2021
So, Aladdin gets into the cave and finds an old lamp. Aladdin rubs the old lamp to give it a wee clean and out pops a genie. A fucking genie. Genie has three wishes that he can bestow on Aladdin...
Article | 20th Jul 2021
Since I started at Good, the one thing that has shifted has been the need for brands to move from pretty straightforward advertising around their product or service to becoming content publishers.
Podcast | 15th Jul 2021
Yes, that’s right, you read that right. Sustainability is important, we’re not arguing that, but are brands getting their messaging around it right? We’re seeing some trends and we’re not encouraged. Oh, we also have our longest prepod but trying to edit it was a nightmare so, yes, five minutes of ‘banter’ before we get into the good stuff. Let us know what you think. About the sustainability chat, not our prepodding.
Podcast | 21st Jun 2021
Sure, they're the biggest company in the world with budgets that would make your eyes water. But we can still learn so much from Apple, no matter what size the budget or what business you're in. We got talking about it. See what you think.
Podcast | 5th May 2021
If you communicate coherently and consistently with your customers, you'll outperform your competitors. We wanted to prove that this is the case, so we started to get insight from data to prove it. And, lo, Clarity Reports were born. We chat through what they are, why we think they’re useful and how the reports can be used to guide brands.
Article | 4th May 2021
I feel for clients as they go around their agencies—presentations, suggestions, observations and, occasionally, insights. And then, when talking through a particular challenge, they are brought up. The Jesus of Modern Branding: Apple.
Podcast | 25th Mar 2021
The hippies won!!!! Branding is fully democratised! This is the future, now! Everything is awesome. We think. We'll have a chat about it. We see massive upsides and a few potential banana skins.
Podcast | 17th Feb 2021
Recorded just before Christmas, we were bombarded with the perfume ads which led to a chat about branding and the luxury market.
Podcast | 12th Jan 2021
We're in another lockdown. We're mad as hell and we're not going to take it anymore. And it starts with those branding theories we just can't stand. We picked three knitting rippers to start with. We could've picked more. A lot more. We're raging. But still staying positive.
Podcast | 9th Dec 2020
Your website is the most apparent, transparent, accessible, immediate and influential asset you have. But sometimes brand isn’t applied to your site as well as it should be. Why is this, what’s the consequence of ignoring brand here and what can you do to make sure you’ve got the best experience going? We go through it all. We also introduce the Salami of Trust, probably the biggest branding buzzword of 2021. No problem.
Article | 25th Nov 2020
There’s been some buzz recently around an interesting new metric that claims to be a quick health check on your brand.
Podcast | 16th Nov 2020
We've implemented a new client policy and we're interested in chatting it through. We're really interested in what you think about this. What have we missed, what are your concerns, what do you like? We're keen to learn. Drop us a line at [email protected] Oh, and a terrible Sean Connery joke told terribly.
Podcast | 12th Oct 2020
Julie's back! Tired sharks! Boris jokes! What is content? How to create a content strategy! Ill-advised Sean Connery impressions! Pointed questions! Shameless/shameful self-promotion! Scream if you want to go faster!
Podcast | 22nd Sep 2020
Julie's not here. Chris channels a young David Frost. Stewart mentions books he's read. All about how digital doing is easy but doing digital right takes some planning.
Article | 16th Sep 2020
Have you ever been in a reporting meeting, a meeting that is reviewing the digital marketing activity and found yourself wondering how your life turned out so... wrong?
Podcast | 24th Aug 2020
After a very impromptu sweary start that couldn't be edited out for reasons that will become apparent, we board the good ship Orca and set sail to treacherous waters around the Seven Watchouts of Brand Architecture.
Podcast | 28th Jul 2020
Hold on to your hats. It's Chris versus the universe as we get into a heated discussion over brand values and their usefulness within a business.
Article | 20th Jul 2020
Brand Leadership. It’s a term that we use at Good when we start working with a client to understand just how much they “get” brand.
Podcast | 13th Jul 2020
How can you tell if your company is taking the brand seriously? Chris, Stewart and Julie sit down and chat through the top five signs of brand leadership that we think you can gauge if your business is taking brand seriously.
Podcast | 22nd Jun 2020
Social distancing! The future! The basics! The business! The pub openings! One star reviews! Forgetting statistical sources! Meme reading! All this and more on the Internet's favourite three-star branding podcast.
Article | 19th May 2020
Welcome to yet another article about how to prepare for the end of the pandemic. You gotta get ready, you gotta be ready for the new world, and how everything's changing and you gotta get ready.
Podcast | 11th May 2020
In this barnstorming episode from your favourite three-star podcast about branding, we're joined by a very special guest and great friend of Good, Nat Maher. We're chatting about Nat's role as founder of Kerning the Gap, an equality network for the design industry. We cover it all, we discuss the founding of KtG, the launch of the Scottish chapter, confidence in women, how men fit in, world leadership and much more besides. So much in fact that we had to cut Nat's predictions for the pub openings. Her guess: September!!!! Enjoy!
Podcast | 29th Apr 2020
Special guest time, we're joined by Chris George, marketing director for UK and Ireland for Electrolux. We talk about Corona (sorry), branding, consumer confidence, yellow and when the pubs will be open again.
Podcast | 7th Apr 2020
We promise that this is our last Corona focused podcast. But as the bomb is still going off, we chat through what the hell is going. We hope it is useful though, we're all in it together. Take care of yourself. And each other.
Podcast | 27th Mar 2020
All professionalism leaves the building as we do our first podcast from our homes. We talk about how the business is doing in Corona time, what we're not doing and what we think brands should be thinking about doing. Then we chat to some of the team at Good to see how they're feeling. Feel free to leave us a 3-star review. We know. It'll be better next week.
Podcast | 18th Mar 2020
When we decided to start this podcast we wanted it to be about brand, not about an agency. That was two weeks ago. How times have changed. We just wanted to chat through where we are, what we’re feeling and what we’re doing. No great insights here, just thought it would be good to share. Stay safe.
Podcast | 13th Mar 2020
We're going for an easy one. What is brand? Chris, Julie and Stewart thrash it out. Hopefully. Let us know what you think, we're up for a chat.
Podcast | 7th Mar 2020
Here it is, the first episode of Good's podcast, the Good Round Up. Chris and Stewart chat through some posts that have gone up on the Good site. We're covering reporting, some insights into brand architecture and how you can get the best from your agency.
Article | 25th Feb 2020
Getting your reporting structure right is key to the continual improvement of your marketing efforts. Here's some tips.
Article | 25th Feb 2020
Help us to help you.
Article | 26th Nov 2019
This is a bit of an unusual post as it talks more about us and our approach to digital.
Article | 26th Nov 2019
Strap in. We're going to talk about the latest, most fabulous digital marketing experience. Creating content that people want to look at, read and engage with.
Article | 29th Oct 2019
So many digital strategy documents, created with the very, very best of intentions, end up lonely, forlorn and forgotten. I hate that.
Article | 23rd Sep 2019
Relax. This isn't an in-depth look at how to create a digital strategy for your business. Great Guns, no. We both don't have the time.
Article | 27th Aug 2019
The challenge when looking at digital is that it is seductive to fall for the lure of the big numbers. There is comfort in big numbers, especially if it comes at a low price.
Article | 25th Jul 2019
Digital Maturity is a term to describe how developed a brand or business is within the digital environment. It’s important because the most digitally mature brands communicate best with today’s digital-first customers.
Article | 3rd May 2019
Gated content is one of those terms used by marketers rather than real people. Marketers see it as a lead generator, a transaction of information for your details by filling out a form and only then can you download that sweet, sweet PDF.
Article | 26th Jul 2018
We seem to be in an interesting time for digital marketing.
Article | 19th Jun 2018
Whisky brands and digital have never felt like comfortable bedfellows. In fact, digital highlights the challenges in whisky branding.
Article | 19th May 2018
If there is any certainty in my job, it's the moment that you chat with the marketing department about how they work with their IT team.
Article | 19th May 2018
If there’s any certainty in my job, it's that moment when you chat with an IT department about how they work with their marketing team.
Article | 11th Jan 2018
The best way to improve the customer experience of a website is to make the design process a partnership.