Article | 31st Jan 2025
In the competitive world of B2B tech, branding is often an afterthought. Companies tend to focus on technical features, leaving their brand foundations weak and messaging fragmented. But without a strong foundation in B2B Tech Branding, even the most innovative technologies struggle to resonate with customers and drive growth.
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.
Article | 7th May 2024
In our experience, B2B portfolios are too complex and create a lot of confusion. Here are 5 tell-tale signs that your portfolio needs to be simplified.
Article | 22nd Apr 2024
A recent uptick of enquires around specialist brand architecture projects has prompted me to reflect on the complexities these businesses face and how theoretical understanding impacts practical application.
Article | 10th Jan 2024
Like deciphering coffee menus, obscure business branding can lead to confusion, affecting sales.
Article | 4th Dec 2023
This is a recurring issue in the B2B work we do – and our answer to the question ‘should we create a new sub brand?’ is almost always ‘no’.
Article | 20th Jun 2023
Let's start by setting the scene with a couple of assumptions.
Article | 21st Mar 2023
This is the question that’s been keeping me up at night. I’m slightly scared to ask it publicly, but I’m genuinely struggling to answer it.
Article | 6th Mar 2023
These mistakes may not be brand killers, but they could cause yours to bleed value and equity and feed the competition's business.
Article | 23rd Feb 2023
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 | 17th Aug 2022
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 | 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.
Article | 18th May 2021
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 | 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.
Article | 27th Apr 2021
To understand what it takes to create an effective employer brand, it’s essential that we’re on the same page about what exactly an employer brand is, and why it's important.
Article | 29th Oct 2020
I like the term ‘leaking value’ when it’s attached to brand. For me, it perfectly encapsulates the idea of what happens to organisations when they have a brand problem that’s hidden from view.
Article | 14th Aug 2020
There’s not necessarily a right or wrong answer here. But in my opinion, the fewer, the better
Article | 29th Apr 2020
Brand architecture challenges are the branding equivalent of pulled muscles. They cause pain and frustration, but they don’t create enough of a problem to take you entirely offline to focus on the fix.
Article | 3rd Feb 2020
When businesses merge or acquire other businesses, they don’t spend enough time thinking about what to do with the brands, products and portfolios. This is our experience anyway.
Article | 29th Oct 2019
Measuring the value of your brand is one of the hardest judgements in marketing. And one of the most dangerous.
Article | 27th Nov 2018
TalkTalk have launched FibreNation – a company to help build a new broadband network for Britain. And we worked with them to name and brand the new organisation.
Article | 16th Jun 2016
The new sub brand launch is due next quarter and you’ve run out of names, colours and icons. If only there was a simpler way...
Article | 5th Dec 2014
Since the big reveal of the Apple Watch, there has been some speculation on why the long-anticipated product ditched Apple famous ‘i’ prefix.