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
Articles by Stewart Steel
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 | 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 | 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.
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 | 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.
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.
Podcast | 1st Aug 2024
How Should You Update Your Brand?
Going through a brand refresh is fraught with challenges.
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.
Article | 12th Mar 2024
Building Brand Leadership
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
Do You Need Advanced Brand Strategy?
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
Brand Guideline Guidelines
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
The Power of Positioning
Stewart's in the US! Chris is at home! Julie is at home!
Podcast | 28th Sep 2023
Tales from the Brand Trenches
We're not playing around, we're diving deep into the trenches of practical brand strategy.
Podcast | 15th Aug 2023
The Value of B2B Brand Values
In this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed.
Podcast | 13th Jul 2023
Brand Clarity: Simplifying Your Portfolio
In this episode, we tackle the issue of 'brand confusion' and its impact on sales.
Article | 20th Jun 2023
What to do when your sales team stop selling
Let's start by setting the scene with a couple of assumptions.
Podcast | 20th Jun 2023
Why Doesn't Private Equity Get Brand?
We work with private equity businesses that understand the value of a clearly articulated brand.
Podcast | 22nd Mar 2023
Brand Mistakes Made By B2B Tech Firms
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
What's Your Real Competiton?
Your competition is another company; it's the status quo.