81% of B2B Ads Fail: Here’s How Better Branding Can Fix It
A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.
No fluff, just straight-talking insights. Our Journal 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.
A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.
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.
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.
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.
Going through a brand refresh is fraught with challenges.
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.
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.
The theory around brand architecture is well documented.
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.
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.
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.
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.
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.
We’re often brought into branding projects when things have gone wrong, or a previous branding project has run out of steam.
Like deciphering coffee menus, obscure business branding can lead to confusion, affecting sales.
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.
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’.
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.
Stewart's in the US! Chris is at home! Julie is at home!
We're not playing around, we're diving deep into the trenches of practical brand strategy.
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?)
The short answer is no.
In this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed.
Exploring the why and how of B2B tech's fear of simplicity