Hello, we’re Good,
a brand consultancy.
At Good, we believe that brand strategy is business strategy. We help ambitious businesses in the B2B space create more value by building effective brand strategies.
Look at our branding work, read our brand thinking or listen to our podcast.
365 Retail Markets
Putting the tech into food technology.
What we’ve been talking about recently
Brand Strategy Brand Foundations
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.
Product Positioning
AI in Branding: Moving Beyond the Buzz
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.
Podcast
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.