Article | 14th Feb 2025
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 | 19th Nov 2024
AI is everywhere. From marketing to product design, brands are rushing to slap “AI-powered” on their offerings, hoping to ride the wave of technological intrigue. But here’s the thing: it’s not enough to say your product uses AI. Customers aren’t dazzled by buzzwords; they’re looking for something far more fundamental—clear, tangible value.
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 | 10th Aug 2023
Exploring the why and how of B2B tech's fear of simplicity
Article | 23rd Nov 2022
Even if we offer customers something new, better and cheaper it’s not necessarily the case that they’ll jump at it straight off the bat.
Article | 27th May 2022
Once upon a time when it came to product marketing, it was about going beyond the features. Features meant nothing. NOTHING! It had to be all about the benefits, I'd yell. Give me the benefits, and let me create magic for you.
Article | 19th May 2020
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 | 23rd Sep 2019
Relax. This isn't an in-depth look at how to create a digital strategy for your business. Great Guns, no. We both don't have the time.
Article | 19th Jun 2018
Whisky brands and digital have never felt like comfortable bedfellows. In fact, digital highlights the challenges in whisky branding.
Article | 29th Aug 2017
A strong well positioned brand acts like a marketing rudder. It creates coherence and simplicity, effortlessly sorting tactics from strategic activity.