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
Brand Foundations
Article | 10th Feb 2025
Why Marketing Campaigns Fail – And How to Fix It
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
Why B2B Tech Branding is the Key to Unlocking Growth
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
Brand Bike Shedding: Why Avoiding the Big Brand Questions Costs You More
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
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.
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 | 13th Feb 2024
Decoding Brand Confusion: Aligning Agency Expertise with Executive Vision
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
Brand mistakes made by B2B Tech firms
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
B2B Tech Firms must dig deeper to differentiate
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
Article | 29th Sep 2022
Setting out your Brand Mission
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 the vision for your brand.
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.
Article | 30th May 2022
The Purpose of Personas
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
Create Your Brand Vision
We've gone into detail about how our brand definition process works, defining your mission and values.
Article | 5th Apr 2022
What is Brand?
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
The Value of Brand Values.
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
Do you need a Brand Purpose?
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
Target markets: defining who you’re really talking to
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
Sustainability Disclosure Requirements: What it means for brands.
The UK government recently announced that there’s legislation pending on the thorny topic of sustainability.
Article | 5th Nov 2021
When should you hire a brand consultancy?
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
How to Create a Brand
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 | 9th Jun 2021
Brand Building Recipe for Success
There’s a formula for brand success and it’s really no different from that tried-and-true recipe you always go back to. When it comes to brand, we know what works – simplicity, quality and consistency – and it’s what’s worked for a very long time.
Article | 4th May 2021
Brand Lessons from Apple
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
Your Employer Brand is Your Brand
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 | 19th Jun 2018
Why do Whisky Brands Suck at Digital?
Whisky brands and digital have never felt like comfortable bedfellows. In fact, digital highlights the challenges in whisky branding.