Article | 19th Jun 2025
10 Signs You Might Need to Rebrand.
Something feels off. The brand doesn’t quite fit anymore. You’re not sure what’s wrong, but you’ve started wondering, do we need to rebrand?
Our Brand Thinking
Brand Strategy
Article | 21st May 2025
Why Brand, Not Sales Tactics, Could Be Killing Your Conversion Rates.
Let’s get one thing straight. Sales performance isn’t just a pipeline problem. Or a training problem. Or even a strategy problem. These things matter, yes, but if your sales team keeps coming up short, chances are the real problem lies elsewhere.
Article | 9th May 2025
Why Your Best Work Isn’t Winning
We’ve worked with businesses through some of their most demanding product launches. It’s an intense process. Every detail gets scrutinised, from the design studio to the factory floor to the first customer experience. Everyone’s all in.
Article | 6th May 2025
If a 5-to-1 ROI Isn’t Enough, What Hope Do We Have?
I was listening to The Rest Is Politics: US the other day, and they were discussing the latest round of government cuts in America. One point jumped out – federal funding for R&D is being slashed, despite the fact that for every $1 invested, the return is estimated at $5 or more.
Article | 2nd Apr 2025
If Your Products Are Complex, Your Brand Shouldn’t Be
In B2B tech, complexity is often treated as inevitable—even desirable. The more advanced the product, the more convoluted the brand becomes. But that thinking is flawed. Complexity might be part of what you build, but it shouldn’t be part of how you explain it.
Article | 24th Mar 2025
Brand Strategy Isn’t About a Clean Slate: Here’s What Really Works
Stop waiting for perfect conditions to fix your brand. Most branding projects don’t start from scratch. They start in the middle of the mess - while a website is already being built, a marketing campaign is in progress, or a leadership team is debating next steps.
Article | 14th Feb 2025
What Does Positioning Really Mean?
Brand positioning isn’t just a tagline—it’s about owning a distinct space in customers’ minds. Without a clear strategy, your brand risks blending into the noise. This article explains what brand positioning is, how it differs from product positioning, and how to make it work for your business.
Article | 7th Feb 2025
What Do Brand Consultants Actually Do?
Most businesses don't realise they need brand consultants until facing a brick wall. Maybe growth has flatlined. Perhaps the leadership team is pulling in different directions. Maybe the market has shifted, leaving your brand feeling like yesterday's news.
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 | 21st Jan 2025
The Outcomes of Branding: Beyond ROI
In our 20 years of working with B2B brands, we’ve learned a simple truth: branding’s impact is rarely immediate, linear, or easily captured in a spreadsheet.
Article | 11th Dec 2024
Emotion in B2B Buying
Emotion is a word that’s thrown around a lot in branding, often associated with happiness, joy, or love. In B2C, it’s easy to see why.
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 | 1st Oct 2024
81% of B2B Ads Fail: Here’s How Better Branding Can Fix It
A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.
Article | 20th Aug 2024
B2B Branding: What Happened to “Hello”?
In the rush to showcase technical prowess, many B2B brands forget the simple yet powerful act of introducing themselves. Without a proper “hello,” even the best products struggle to make an impact.
Article | 22nd Jul 2024
The importance of storytelling for B2B Tech brands
B2B Tech brand marketers must learn to step away from a technical features approach and embrace a brand-led storytelling to stand out and differentiate their products.
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 | 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.
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.