Article | 7th May 2024
5 signs your brand needs a simplification audit.
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.
Our Brand Thinking
Brand Strategy
Article | 8th Apr 2024
Navigating the AI Revolution in Brand Consulting
In a recent discussion, Sam Altman suggested a future where AI could automate 95% of tasks traditionally performed by marketers, agencies, and creatives offering instant, nearly perfect outputs at negligible costs.
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 | 7th Mar 2024
Do You Need Advanced Brand Strategy?
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.
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 | 10th Aug 2023
The Power of Simplicity for B2B Tech Brands: Less is More
Exploring the why and how of B2B tech's fear of simplicity
Article | 21st Mar 2023
Why do Private Equity firms ignore the role of brand in creating value?
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
Reflections on a 10 year client partnership
Agencies aren't partners with their clients unless they share in the commercial risk of the enterprise.
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 | 23rd Feb 2023
Helping B2B understand why it should invest in brand
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 | 7th Feb 2023
ESG has a brand problem
We don't claim to be experts in ESG but we do know a thing or two about brand. And as more and more clients come to us with projects that include an aspect of ESG, we’re seeing the two worlds collide.
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 | 9th Nov 2022
Tips for a good brand homepage
One thing we’re always telling clients is that the clarity and coherence of their organisation needs to come through in the first contact with the brand. Often, this first contact comes via a company’s website.
Article | 4th Oct 2022
Better Branding During a Recession
As I sit here in October 2022, it looks like we're heading into a recession.
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 | 17th Aug 2022
Why Brands Need a Serious Brand Strategy
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 | 1st Aug 2022
How brands can make their ESG meaningful
ESG is making a bigger impact on brands than ever before. But the challenge is that many of them just can’t leverage their ESG credentials in a credible way. I wanted to take a look at why and what can be done about it.
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
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
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 | 8th Mar 2022
Can Brand work with Performance Marketing?
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
Keeping your brand project on track
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.
Article | 2nd Mar 2022
Brand Strategy is Business Strategy
At Good, we’re of the view that if clients want to spend money on brand, then they should have a right to know what it’s likely to do for them.