Article | 25th Mar 2021
Branding By Algorithm
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”.
Our Brand Thinking
Brand Strategy
Article | 23rd Mar 2021
Six Ways Recruitment Firm Brands Bleed Value to their Competition
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
The Problem with Disruption
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
Understanding Share of Search
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
Avoiding the Brand Bollocks
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
How to Tell if Your Brand is Leaking Value
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.
Article | 23rd Sep 2020
Do clients choose us or do we choose them?
For us, I suppose the reality is that it’s somewhere in between.
Article | 16th Sep 2020
Stop The Digital Doing
Have you ever been in a reporting meeting, a meeting that is reviewing the digital marketing activity and found yourself wondering how your life turned out so... wrong?
Article | 14th Aug 2020
How many products does a brand need?
There’s not necessarily a right or wrong answer here. But in my opinion, the fewer, the better
Article | 14th Aug 2020
Do you need to write a brief?
This is going to sound controversial, but many of the written briefs we receive are crap and aren’t worth it.
Article | 20th Jul 2020
The Five Signs of Brand Leadership
Brand Leadership. It’s a term that we use at Good when we start working with a client to understand just how much they “get” brand.
Article | 19th May 2020
Brand Building Basics
Welcome to yet another article about how to prepare for the end of the pandemic. You gotta get ready, you gotta be ready for the new world, and how everything's changing and you gotta get ready.
Article | 29th Apr 2020
Time to Review Your Brand Architecture
Brand architecture challenges are the branding equivalent of pulled muscles. They cause pain and frustration, but they don’t create enough of a problem to take you entirely offline to focus on the fix.
Article | 15th Apr 2020
Understanding Business Change During Coronavirus
I've got an old school pal who has a cracking family business. It's the oldest craft bakery in Scotland and has been in his family for 190 years. (No pressure there then).
Article | 18th Mar 2020
Good is Good Enough
One of our worst habits as a business is trying to make things brilliant, when they only need to be good.
Article | 16th Mar 2020
The Challenge of Rebranding in Sports
A few weeks ago, I was sat in a local pub enjoying a jam-packed afternoon of sport. A pretty good day, you might say.
Article | 9th Mar 2020
Brand Paranoia
Let’s talk about paranoia in branding. It’s something I’ve noticed a lot over the years - mostly with clients overestimating how much equity there is in their brand.
Article | 25th Feb 2020
Getting Started With Reporting
Getting your reporting structure right is key to the continual improvement of your marketing efforts. Here's some tips.
Article | 25th Feb 2020
Getting the best from your Agency
Help us to help you.
Article | 3rd Feb 2020
Brand Architecture - Don’t forget the due diligence
When businesses merge or acquire other businesses, they don’t spend enough time thinking about what to do with the brands, products and portfolios. This is our experience anyway.
Article | 28th Jan 2020
Brand Partnerships. The good, the bad and the tasty.
Brand collaborations, how they work and why it has something to do with peaches and steak.
Article | 9th Jan 2020
Brand Consultant vs Management Consultant
Is it ridiculous for us to consider ourselves a management consultancy?
Article | 26th Nov 2019
Digital and Brand
This is a bit of an unusual post as it talks more about us and our approach to digital.
Article | 26th Nov 2019
Starting your Content Strategy
Strap in. We're going to talk about the latest, most fabulous digital marketing experience. Creating content that people want to look at, read and engage with.