Journal
Brand Thinking
Good to know, Brand Activation
The Problem with Disruption
Today’s marketing landscape is more complex and crowded than ever. Combined with the fact consumers are busy, distracted, and have enormous demands placed on their time – how do brands achieve that much longed-for ‘cut through’?
Good to know
Understanding Share of Search
There’s been some buzz recently around an interesting new metric that claims to be a quick health check on your brand.
Brand Guardianship
How to Tell if Your Brand is Leaking Value
I like the term ‘leaking value’ when it’s attached to brand. For me, it perfectly encapsulates the idea of what happens to organisations when they have a brand problem that’s hidden from view.
Good to know
Do clients choose us or do we choose them?
For us, I suppose the reality is that it’s somewhere in between.
Brand Strategy, Campaigns
Stop The Digital Doing
Have you ever been in a reporting meeting, a meeting that is reviewing the digital marketing activity and found yourself wondering how your life turned out so... wrong?
Brand Architecture
How many products does a brand need?
There’s not necessarily a right or wrong answer here. But in my opinion, the fewer, the better
Good to know, Marketing Strategy, Brand Strategy
Do you need to write a brief?
This is going to sound controversial, but many of the written briefs we receive are crap and aren’t worth it.
Brand Insight
The Five Signs of Brand Leadership
Brand Leadership. It’s a term that we use at Good when we start working with a client to understand just how much they “get” brand.
Brand Strategy, Campaigns
Brand Building Basics
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.
Brand Architecture
Time to Review Your Brand Architecture
Brand architecture challenges are the branding equivalent of pulled muscles. They cause pain and frustration, but they don’t create enough of a problem to take you entirely offline to focus on the fix.
Brand Insight, Brand Analysis
Understanding Business Change During Coronavirus
I've got an old school pal who has a cracking family business. It's the oldest craft bakery in Scotland and has been in his family for 190 years. (No pressure there then).
Good to know, Content Delivery
Good is Good Enough
One of our worst habits as a business is trying to make things brilliant, when they only need to be good.