Good to know, Brand Definition, Brand Architecture
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 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...
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 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.
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?
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.
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 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).
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.
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.
Good to know, Brand Insight
The Good MBO - Learnings From The Journey
We recently completed a Management Buyout at Good. Keith, my co-founder and partner of 15 years, left the business and I now have four new partners from the management team.