Journal
Brand Thinking
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
Why 'discipline' is the most important aspect of modern branding.
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.
Internal Comms, Brand Guardianship
Your Employer Brand is Your Brand
To understand what it takes to create an effective employer brand, it’s essential that we’re on the same page about what exactly an employer brand is, and why it's important.
Brand Insight, Market Research, Trends & Innovation, Marketing Strategy, Brand Analysis
Introducing Clarity Reports
We’re delighted to announce the launch of our first product from Good, the Clarity Report. We’ve been working on creating these reports for about eight months now, so it’s a relief to get it out in the world.
Brand Insight, Market Research, Trends & Innovation
How We Found Clarity During the Pandemic
From a business perspective, the pandemic’s been shit. It’s forced lots of businesses to close, increased layoffs and generated tons of debt. At Good we were not spared. We stared into the abyss along with everyone else and wondered…will we make it out?
Good to know, Brand Definition
7 Reasons Why Brand Language Matters
There’s loads written on tone of voice and it’s an important component of a successful brand. I want to go a bit further and say that language is about more than just TOV, it can work harder for brands.
Brand Strategy, Brand Creation & Evolution
Branding By Algorithm
I’ve been thinking a wee bit about what happens to brand in this digital world, and one of my conclusions is that it’s being overpowered, and we’re now “branding by algorithm”.
Brand Insight, Trends & Innovation
Six Ways Recruitment Firm Brands Bleed Value to their Competition
One industry I think is particularly behind the curve in the brand space is recruitment. They misunderstand the value of ‘brand’ and the disproportionately important role it plays in customer interaction which happens primarily in the digital sphere.
Market Research, Trends & Innovation
Brand Marketing vs Performance Marketing
Performance marketing is one of those coolio terms gaining growing momentum over the past five years. It sounds cooler than "digital marketing"; after all, who doesn't love themselves a wee bit of performance?
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.