Article | 6th Mar 2023
Brand mistakes made by B2B Tech firms
These mistakes may not be brand killers, but they could cause yours to bleed value and equity and feed the competition's business.
Our Brand Thinking
Articles by Chris Lumsden
Article | 6th Mar 2023
Reflections on a 10 year client partnership
Agencies aren't partners with their clients unless they share in the commercial risk of the enterprise.
Article | 23rd Feb 2023
Helping B2B understand why it should invest in brand
I think that outside the realm of B2B marketing, clients generally have a poor understanding of brand and why they should invest in it. I also think that’s because we (agencies) do a bad job of explaining why.
Article | 25th Jan 2023
B2B Tech Firms must dig deeper to differentiate
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
Article | 23rd Nov 2022
Why the status quo is the real competition
Even if we offer customers something new, better and cheaper it’s not necessarily the case that they’ll jump at it straight off the bat.
Article | 9th Nov 2022
Tips for a good brand homepage
One thing we’re always telling clients is that the clarity and coherence of their organisation needs to come through in the first contact with the brand. Often, this first contact comes via a company’s website.
Article | 7th Nov 2022
Tips on how to run a brand workshop
I had an experience recently that forced me to boil down the essence of a brand workshop to its constituent parts, so that we could be through it in an hour. This wasn’t particularly easy, given that we usually run these sessions over a half day period.
Article | 17th Aug 2022
Why Brands Need a Serious Brand Strategy
When businesses decide on a growth strategy, there are several options open to them. Growth through acquisition is a commonly chosen path. Shopping lists are written and deals are done, often in quick succession – a demonstrable commitment to growth.
Article | 1st Aug 2022
How brands can make their ESG meaningful
ESG is making a bigger impact on brands than ever before. But the challenge is that many of them just can’t leverage their ESG credentials in a credible way. I wanted to take a look at why and what can be done about it.
Article | 20th Jun 2022
Creating the vision for your brand.
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.
Article | 17th Mar 2022
The Value of Brand Values.
I’ve recently been doing some B2B research, I looked at 34 large corporate entities. They were all a certain size, with average revenues in the $3bn mark, a global footprint and more than 1,000 employees. So, they’re not mom and pop shops.
Article | 2nd Mar 2022
Brand Strategy is Business Strategy
At Good, we’re of the view that if clients want to spend money on brand, then they should have a right to know what it’s likely to do for them.
Article | 22nd Nov 2021
Sustainability Disclosure Requirements: What it means for brands.
The UK government recently announced that there’s legislation pending on the thorny topic of sustainability.
Article | 5th Nov 2021
When should you hire a brand consultancy?
The last 2 years have been mad. We’re all doing things differently and business has never been as strange. One thing we’ve noticed in our consulting is that some clients reviewing their brand values in house. And I get why.
Article | 24th Sep 2021
Why content is more important than brand.
I think that content v branding is like David v Goliath. Branding gets all the headline billing and razzmatazz, but content is ruthlessly efficient in getting the job done.
Article | 17th Sep 2021
Why Are All Whisky Brands The Same?
In our time as a brand firm, we’ve done our fair share of work in the whisky sector. And the one thing that has been consistent across it has been that all the brands seem to be saying more or less the same thing.
Article | 12th Aug 2021
How to Buy Branding Services
Every month we get, on average three new business inquiries through the website. What’s interesting is how these inquiries vary in terms of approach. Some are highly professional, others… well, leave some things to be desired.
Article | 6th Aug 2021
Branding for global, local or both?
When you take on a brand project with a global business, the thorny issue about how to deal with the various regions and the language translations is always there, sitting just below the surface.
Article | 11th Jun 2021
Sustainability is Damaging Brands
Post pandemic, it feels like the sustainability trend is going to dominate. For a tired old brand cynic, it’s the next cab off the rank for brands to fetishise now that AR, QR codes and social media seem to have normalised.
Article | 9th Jun 2021
Brand Building Recipe for Success
There’s a formula for brand success and it’s really no different from that tried-and-true recipe you always go back to. When it comes to brand, we know what works – simplicity, quality and consistency – and it’s what’s worked for a very long time.
Article | 18th May 2021
The Most Important Aspect of Modern Branding? Discipline
The world of branding is notorious for making changes to brands all the time. It's as if we need to keep changing to attract attention, when in actual fact, it's the opposite that's true. The more brands stay the same, the more recognisable they become.
Article | 22nd Apr 2021
Introducing Clarity Reports
We’re delighted to announce the launch of our first product from Good, the Clarity Report. We’ve been working on creating these reports for about eight months now, so it’s a relief to get it out in the world.
Article | 15th Apr 2021
How We Found Clarity During the Pandemic
From a business perspective, the pandemic’s been shit. It’s forced lots of businesses to close, increased layoffs and generated tons of debt. At Good we were not spared. We stared into the abyss along with everyone else and wondered…will we make it out?
Article | 13th Apr 2021
7 Reasons Why Brand Language Matters
There’s loads written on tone of voice and it’s an important component of a successful brand. I want to go a bit further and say that language is about more than just TOV, it can work harder for brands.