Journal

Brand Thinking



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.

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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.

Brand Creation & Evolution

The Challenge of Rebranding in Sports

A few weeks ago, I was sat in a local pub enjoying a jam-packed afternoon of sport. A pretty good day, you might say.

Brand Insight

Brand Paranoia

Let’s talk about paranoia in branding. It’s something I’ve noticed a lot over the years - mostly with clients overestimating how much equity there is in their brand.

Marketing Strategy, Digital Channels

Getting Started With Reporting

Getting your reporting structure right is key to the continual improvement of your marketing efforts. Here's some tips.