Journal
Brand Thinking
Brand Definition, Life After Launch
Why content is more important than brand.
I think that content v branding is like David v Goliath. Branding gets all the headline billing and razzmatazz, but content is ruthlessly efficient in getting the job done.
Brand Insight, Brand Strategy
Why Are All Whisky Brands The Same?
In our time as a brand firm, we’ve done our fair share of work in the whisky sector. And the one thing that has been consistent across it has been that all the brands seem to be saying more or less the same thing.
Good to know
A Good Internship – A Covid Perspective
The challenges of virtually preparing the teas and coffees.
Good to know, Brand Insight
Can’t Buy Me Brand Love
So, Aladdin gets into the cave and finds an old lamp. Aladdin rubs the old lamp to give it a wee clean and out pops a genie. A fucking genie. Genie has three wishes that he can bestow on Aladdin...
Good to know
How to Buy Branding Services
Every month we get, on average three new business inquiries through the website. What’s interesting is how these inquiries vary in terms of approach. Some are highly professional, others… well, leave some things to be desired.
Marketing Strategy, Brand Guardianship
Branding for global, local or both?
When you take on a brand project with a global business, the thorny issue about how to deal with the various regions and the language translations is always there, sitting just below the surface.
Brand Strategy, Content Delivery
Content Strategy and Why You Need One
Since I started at Good, the one thing that has shifted has been the need for brands to move from pretty straightforward advertising around their product or service to becoming content publishers.
Brand Insight, Market Research
Brand Research Tips
Research. It’s a polarising topic. Rarely do we see research apathy: you either love or hate it. If you love it, chances are you’ve seen the value – it’s given your brand clarity or strengthened your marketing strategy. But if you hate it...
Good to know, Brand Guardianship
Sustainability is Damaging Brands
Post pandemic, it feels like the sustainability trend is going to dominate. For a tired old brand cynic, it’s the next cab off the rank for brands to fetishise now that AR, QR codes and social media seem to have normalised.
Brand Insight, Brand Definition
Brand Building Recipe for Success
There’s a formula for brand success and it’s really no different from that tried-and-true recipe you always go back to. When it comes to brand, we know what works – simplicity, quality and consistency – and it’s what’s worked for a very long time.
Brand Definition, Brand Guardianship
The Most Important Aspect of Modern Branding? Discipline
The world of branding is notorious for making changes to brands all the time. It's as if we need to keep changing to attract attention, when in actual fact, it's the opposite that's true. The more brands stay the same, the more recognisable they become.
Brand Insight
Brand Lessons from Apple
I feel for clients as they go around their agencies—presentations, suggestions, observations and, occasionally, insights. And then, when talking through a particular challenge, they are brought up. The Jesus of Modern Branding: Apple.