Our Brand Thinking

No fluff, just straight-talking insights.

This is where we share honest takes on branding, backed by years of experience. If you’re after real-world thinking that cuts through the noise, you’re in the right place.

Podcast | 20th May 2024

The Theory and Practice of Brand Architecture

The theory around brand architecture is well documented.

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 | 22nd Apr 2024

The Practical Side of Brand Architecture: What Theory Doesn’t Tell You

A recent uptick of enquires around specialist brand architecture projects has prompted me to reflect on the complexities these businesses face and how theoretical understanding impacts practical application.

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 Jan 2024

The Lost Art of Brand Naming

Like deciphering coffee menus, obscure business branding can lead to confusion, affecting sales.

Podcast | 4th Jan 2024

Brand Guideline Guidelines

We chat with Mike Hunter, our associate design director here at Good, about the dos and don'ts when it comes to what many businesses see as the end of the brand process, the brand guidelines.

Article | 4th Dec 2023

Does Your Business Need a Sub Brand?

This is a recurring issue in the B2B work we do – and our answer to the question ‘should we create a new sub brand?’ is almost always ‘no’.

Article | 1st Nov 2023

Brand Guidelines: How to get the most out of them

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.

Podcast | 30th Oct 2023

The Power of Positioning

Stewart's in the US! Chris is at home! Julie is at home!

Podcast | 28th Sep 2023

Tales from the Brand Trenches

We're not playing around, we're diving deep into the trenches of practical brand strategy.

Article | 29th Aug 2023

From Frivolous to Fruitful: Agency Challenges in Promoting B2B Brand Characters

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

Does evolving your brand always mean changing your identity?

The short answer is no.

Podcast | 15th Aug 2023

The Value of B2B Brand Values

In this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed.

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

Podcast | 13th Jul 2023

Brand Clarity: Simplifying Your Portfolio

In this episode, we tackle the issue of 'brand confusion' and its impact on sales.

Article | 20th Jun 2023

What to do when your sales team stop selling

Let's start by setting the scene with a couple of assumptions.

Podcast | 20th Jun 2023

Why Doesn't Private Equity Get Brand?

We work with private equity businesses that understand the value of a clearly articulated brand.

Podcast | 22nd Mar 2023

Brand Mistakes Made By B2B Tech Firms

We've been looking into the world of business to business tech firms, and we've noticed some patterns in how they deal with brand that could be losing value in their business.

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

Brand mistakes made by B2B Tech firms

These mistakes may not be brand killers, but they could cause yours to bleed value and equity and feed the competition's business.