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
We've gone into detail about how our brand definition process works, defining your mission and values.
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 a nonsense? Can it be measured? We chat it through.
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.