Article | 9th Jan 2026
Most brand values work perfectly, right up until the moment they’re tested. And when that moment comes, the gap between what organisations say and what they do becomes very hard to ignore.
Article | 21st Oct 2025
Most businesses focus on how their brand shows up in the market. But the real test is how well it’s understood inside the organisation. If your people don’t understand, believe in, and know how to use the brand, nothing else will stick – not campaigns, not culture, not consistency.
Article | 5th Aug 2025
We asked senior B2B brand leaders where brand breaks down. The issue isn’t strategy – it’s belief. Most have clear brand foundations, but they’re not being used. This piece explores why brand gets sidelined and what it takes to build belief where it matters most.
Article | 15th May 2025
You know how it goes. When sales slow down, the default diagnosis is always external.
Article | 10th Feb 2025
You’re pouring money into your marketing, ticking all the right boxes, but the leads just aren’t coming. The campaigns aren’t landing, and the ROI isn’t there. Why do marketing campaigns fail?
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 | 26th Nov 2024
Branding often mirrors a curious behavioural quirk in decision-making: Bike Shedding. It's a term coined by British historian and writer Cyril Northcote Parkinson in his 1957 essay on organisational inefficiency.
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 | 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 | 13th Feb 2024
We’re often brought into branding projects when things have gone wrong, or a previous branding project has run out of steam.
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 | 25th Jan 2023
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
Article | 7th Nov 2022
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 | 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.
Article | 20th Jun 2022
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.
Article | 30th May 2022
At some point in a brand project, we’re faced with a persona. These can have many names, marketing/buyer/user persona, but they are usually a one slide archetype that represents an idealised customer.
Article | 9th May 2022
Discover how to answer the question ‘What is a brand vision?’. A year‑to‑year guide built on your mission and values. Learn how to create an inspiring, ownable vision that stretches your brand toward its future.
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 | 17th Mar 2022
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 | 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”.
Article | 14th Dec 2021
Every once in a while, I’ll read a brief and stop in my tracks when I get to the target audience section. I can’t help but think, “you think you know… but you have no idea.”
Article | 22nd Nov 2021
The UK government recently announced that there’s legislation pending on the thorny topic of sustainability.
Article | 5th Nov 2021
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 | 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.