Article | 1st Aug 2022
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 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 | 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.
Article | 2nd Mar 2022
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.
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 | 5th Nov 2021
What people do, what they say and what they say they do are three very different things. When it comes to understanding people, context is everything. When it comes to effective research, it means using the right tactics and asking the right questions.
Article | 24th Sep 2021
I think that content v branding is like David v Goliath. Branding gets all the headline billing and razzmatazz, but content is ruthlessly efficient in getting the job done.
Article | 17th Sep 2021
In our time as a brand firm, we’ve done our fair share of work in the whisky sector. And the one thing that has been consistent across it has been that all the brands seem to be saying more or less the same thing.
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 | 12th Aug 2021
Every month we get, on average three new business inquiries through the website. What’s interesting is how these inquiries vary in terms of approach. Some are highly professional, others… well, leave some things to be desired.
Article | 6th Aug 2021
When you take on a brand project with a global business, the thorny issue about how to deal with the various regions and the language translations is always there, sitting just below the surface.
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.
Article | 2nd Jul 2021
Research. It’s a polarising topic. Rarely do we see research apathy: you either love or hate it. If you love it, chances are you’ve seen the value – it’s given your brand clarity or strengthened your marketing strategy. But if you hate it...
Article | 11th Jun 2021
Post pandemic, it feels like the sustainability trend is going to dominate. For a tired old brand cynic, it’s the next cab off the rank for brands to fetishise now that AR, QR codes and social media seem to have normalised.
Article | 9th Jun 2021
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 | 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.