Journal
Articles by Stewart Steel
Brand Insight
Better Branding During a Recession
As I sit here in October 2022, it looks like we're heading into a recession.
Brand Insight, Foundations
Setting out your Brand Mission
We've been going through our brand definition process, going into some detail with vision and values. Now we're getting into the meat of that brand sandwich, your brand's mission.
Good to know, Product Positioning
Perfect Your Product Positioning
Once upon a time when it came to product marketing, it was about going beyond the features. Features meant nothing. NOTHING! It had to be all about the benefits, I'd yell. Give me the benefits, and let me create magic for you.
Brand Definition, Foundations
Create Your Brand Vision
We've gone into detail about how our brand definition process works, defining your mission and values.
Good to know, Brand Insight
What is Brand?
We've done many, many articles in this journal on how we see brand working in your business. From how it manifests itself in content to the need for strong brand architecture, we've covered many bases.
Market Research, Trends & Innovation
Can Brand work with Performance Marketing?
The most alluring aspect of digital marketing is the ability to get the right message to someone when they're looking for something. Intent is powerful. Someone wants something; you present an option to them.
Good to know
Keeping your brand project on track
Yes, a post from a brand consultancy about how to keep your brand project on track. Now, the easy post would be about hiring us to get it done. Easy but not useful.
Brand Definition, Brand Guardianship
Do you need a Brand Purpose?
I don’t think that there is a more contentious element in the wonderfully weird world of branding right now than the notion of “Brand Purpose”.
Good to know, Brand Architecture & Naming, Brand Definition, Foundations
How to Create a Brand
The purpose of our brand consultancy work is to build the perceived value of a business so that you can increase the margin of a product or increase market share — ideally both. But to start to create that perceived value, you must understand your brand.
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...
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
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.
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 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 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.
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.
Good to know
Getting the best from your Agency
Help us to help you.
Brand Insight, Digital Channels
Digital and Brand
This is a bit of an unusual post as it talks more about us and our approach to digital.
Marketing Strategy
Starting your Content Strategy
Strap in. We're going to talk about the latest, most fabulous digital marketing experience. Creating content that people want to look at, read and engage with.
Brand Strategy, Digital Channels
Digital Strategy: Stakeholders
So many digital strategy documents, created with the very, very best of intentions, end up lonely, forlorn and forgotten. I hate that.
Brand Strategy, Digital Channels
The Importance of the Customer Journey
Relax. This isn't an in-depth look at how to create a digital strategy for your business. Great Guns, no. We both don't have the time.
Digital Channels
Setting your Digital Goals
The challenge when looking at digital is that it is seductive to fall for the lure of the big numbers. There is comfort in big numbers, especially if it comes at a low price.
Brand Strategy, Digital Channels
Go Beyond Digital Transformation to Digital Maturity
Digital Maturity is a term to describe how developed a brand or business is within the digital environment. It’s important because the most digitally mature brands communicate best with today’s digital-first customers.
Content Delivery
Gated Content- To gate or not to gate?
Gated content is one of those terms used by marketers rather than real people. Marketers see it as a lead generator, a transaction of information for your details by filling out a form and only then can you download that sweet, sweet PDF.
Brand Strategy, Brand Activation, Digital Channels
Getting Digital Buy-In
We seem to be in an interesting time for digital marketing.
Brand Definition, Brand Strategy, Content Delivery
Why do Whisky Brands Suck at Digital?
Whisky brands and digital have never felt like comfortable bedfellows. In fact, digital highlights the challenges in whisky branding.
Good to know, Content Delivery, Website Management
How Marketing Can Work Better With I.T.
If there is any certainty in my job, it's the moment that you chat with the marketing department about how they work with their IT team.
Good to know, Digital Channels, Website Management
How I.T. Can Work Better With Marketing
If there’s any certainty in my job, it's that moment when you chat with an IT department about how they work with their marketing team.
Digital Channels
We're all digital designers now
The best way to improve the customer experience of a website is to make the design process a partnership.
Digital Channels, CRM
Getting the best from your CRM
CRM is seen only for the sales team. It's time marketing got involved too.
Digital Channels, Website Management
Integrated Myths
Integrated Agency. Two words that strike fear into agencies and clients alike.
User Experience, Digital Channels, Website Management
Good Behaviours
We live in an age of wonder. The Internet has provided us with the world of knowledge at our fingertips, how to find the right information is almost as much of a skill as learning it.
Environments
Good Venue
Friday saw the launch of the latest Heron and Brearley venue, Carnival Live Lounge in Douglas on the Isle of Man, to a riproaring reception.
Packaging, Digital Channels
Good Beer
One of the things we love best about what we do is when we get the desired results for our clients.
Brand Creation & Evolution, Environments
Good Branding for BQ
It’s good to see that in these tough economic times that there are green shoots of recovery popping up here and there.
Environments
Milwaukee - Good Conference
Milwaukee Power Tools wanted a new approach to their European Conference.
Environments
Interface - Good Event
Interface launched their new environmentally friendly, Urban Retreat range to leading architects and interior designers at the London Film Museum at Covent Garden
Environments
The Railway - Good Spot
Following an extensive re-brand and re-fit, the Railway in Douglas on the Isle of Man has opened to a rapturous response.
Brand Creation & Evolution, The SimpleTruth
Bunnahabhain 40 Year Old
Once every now and again you get to work on a project that’s very special.