Our Brand Thinking

Podcast

We're talking about brand. We're even trying to define it. Understand what makes a good brand and how you can make your brand better. Views, thoughts, and commentary for clients and agencies.

Podcast | 23rd Jun 2025

Why Your Best Work Isn't Winning

In this episode of the Good Brand Podcast, Stewart, Julie and Chris get stuck into the real reason your best work isn’t cutting through. It’s not a branding problem, it’s a business problem. From product-led blind spots to muddled messaging, they unpack the "recognition gap" between what companies think they’re selling and what customers actually value. Expect plain talk on why brand is often misunderstood, why internal bias wrecks clarity, and how to close the gap with positioning that drives real, measurable value. If you’re still leading with technical specs and calling it strategy, this one’s for you.

Podcast | 31st Mar 2025

Why B2B Tech Brands Keep Getting It Wrong (And What To Do About It)

B2B tech is booming. But most of the branding? Dull, confused, and disconnected from what actually drives growth. In this episode, Stewart, Chris, and Julie dig into Brand Dynamics in B2B Tech: The Current Landscape - our new report that finally puts it all in one place.

Podcast | 3rd Dec 2024

Beyond the Buzzwords: When AI Meets Brand Strategy

Join the Good Brand Consultants team as they tackle the challenging intersection of AI and brand positioning.

Podcast | 5th Nov 2024

Beyond Features: How Brand Positioning Drives B2B Sales Success

Shifting from feature-focused sales pitches to value-driven conversations through effective positioning helps B2B companies demonstrate real business benefits to prospects.

Podcast | 30th Sep 2024

Aligning Brand Consistency Across Channels

Chris, Julie and Stewart dive into one of the most common challenges businesses face: how to communicate their brand consistently across different channels, regions, and markets.

Podcast | 11th Sep 2024

Taming the Product Portfolio Beast: Simplifying B2B Offerings

In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses.

Podcast | 1st Aug 2024

How Should You Update Your Brand?

Going through a brand refresh is fraught with challenges.

Podcast | 20th May 2024

The Theory and Practice of Brand Architecture

The theory around brand architecture is well documented.

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.

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.

Podcast | 15th Aug 2023

The Value of B2B Brand Values

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

Podcast | 13th Jul 2023

Brand Clarity: Simplifying Your Portfolio

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

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.

Podcast | 14th Feb 2023

What's Your Real Competiton?

Your competition is another company; it's the status quo.

Podcast | 9th Jan 2023

The Brand Workshop

Too often, we focus on the end result when it comes to brand. Instead, it's helpful to reflect on one of the critical milestones in the journey, the kick-off session, the brand workshop. We dive into what makes a good brand workshop, the reason for doing it and how to improve the session's outputs to ensure great work is built from it.

Podcast | 21st Nov 2022

The Mission's Critical

Everyone swoons at a vision. Everyone gets into the value. But the mission? It's the middle child that people love but don't understand. We get into what we mean by 'mission', why it's central to a brand and how it should be used within your business.

Podcast | 24th Oct 2022

Why Brands need a Serious Brand Strategy

The title says it all. We go into the brand strategy, what it means to be serious about it and why we think there needs to be more critical thinking around it.

Podcast | 13th Sep 2022

Creating your Brand Vision

Defining your brand starts with your vision. We look at the best approaches to creating a meaningful vision that's ownable to your business.

Podcast | 2nd Aug 2022

Do You Need a Brand Purpose?

We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.

Podcast | 20th Apr 2022

Brand Strategy is Business Strategy

If you're looking to put a brand strategy in place it makes sense to know what the return is. The best way to do that is to tie the goals to the overall business strategy. Makes sense. So why is it we don't see this in operation as much as we'd like? Chris dives deep into what it takes to tie brand to the business goals.

Podcast | 10th Jan 2022

Building Sustainability into Your Brand

We've talked about how sustainability can destroy brands, the trick is then to understand how to make brands work with sustainability. Especially as a number of proposals are on the table about how brands should report on their sustainability efforts. We have a chat about the repercussions of Sustainability Disclosure Requirements and what it means for branding.

Podcast | 11th Nov 2021

Brand Definitions

Do you get confused between your mission and your vision? Are you tripping up over the values and a purpose? Can you tell the difference between a brand key and a brand onion? Are you asking why this is so hard? So are we. Here's our approach.