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.
Article | 22nd Apr 2021
We’re delighted to announce the launch of our first product from Good, the Clarity Report. We’ve been working on creating these reports for about eight months now, so it’s a relief to get it out in the world.
Article | 15th Apr 2021
From a business perspective, the pandemic’s been shit. It’s forced lots of businesses to close, increased layoffs and generated tons of debt. At Good we were not spared. We stared into the abyss along with everyone else and wondered…will we make it out?
Article | 25th Mar 2021
I’ve been thinking a wee bit about what happens to brand in this digital world, and one of my conclusions is that it’s being overpowered, and we’re now “branding by algorithm”.
Article | 23rd Mar 2021
One industry I think is particularly behind the curve in the brand space is recruitment. They misunderstand the value of ‘brand’ and the disproportionately important role it plays in customer interaction which happens primarily in the digital sphere.
Article | 11th Feb 2021
Today’s marketing landscape is more complex and crowded than ever. Combined with the fact consumers are busy, distracted, and have enormous demands placed on their time – how do brands achieve that much longed-for ‘cut through’?
Article | 25th Nov 2020
There’s been some buzz recently around an interesting new metric that claims to be a quick health check on your brand.
Article | 25th Nov 2020
The world of brand is filled with buzzwords designed to make us sound clever. Both agencies and clients are guilty of using them – seemingly relishing the art of making simple things complicated. We call it Brand Bollocks, and the industry is full of it.
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.