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.