Article | 24th Nov 2025
Two emails from two banks show how simple, clear communication can turn a moment of change into a trust-building advantage. B2B brands rarely treat change this way, even though they should.
Article | 21st Oct 2025
Most businesses focus on how their brand shows up in the market. But the real test is how well it’s understood inside the organisation. If your people don’t understand, believe in, and know how to use the brand, nothing else will stick – not campaigns, not culture, not consistency.
Article | 11th Sep 2025
Refreshing a brand doesn’t always mean starting over. Done well, it’s about subtle evolution – strengthening what already works while removing the clutter that’s built up over time. In this piece, we look at why boards fear brand change, why that perception is wrong, and how we approach brand refreshes, so they build confidence rather than cause chaos.
Article | 31st Jan 2025
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 | 11th Dec 2024
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 | 20th Aug 2024
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
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
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 | 1st Nov 2023
When executed well, a brand’s guidelines are an essential tool that facilitates consistent and effective application of its visual identity. The problem is when they’re not done well, they do the exact opposite.
Article | 29th Aug 2023
We recently had an agency debate about which brands had the best brand character. Over the course of a week, we voted on different options and Captain Birdseye won. (A fine choice, don’t you agree?)
Article | 23rd Aug 2023
The short answer is no.
Article | 7th Feb 2023
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
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
Article | 9th Nov 2022
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 | 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 | 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 | 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 | 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 | 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 | 13th Apr 2021
There’s loads written on tone of voice and it’s an important component of a successful brand. I want to go a bit further and say that language is about more than just TOV, it can work harder for brands.
Article | 14th Aug 2020
This is going to sound controversial, but many of the written briefs we receive are crap and aren’t worth it.
Article | 18th Mar 2020
One of our worst habits as a business is trying to make things brilliant, when they only need to be good.