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.
Good to know, Brand Insight, Brand Analysis
The Challenge of Brand Equity: To Kill or Keep a Brand
Measuring the value of your brand is one of the hardest judgements in marketing. And one of the most dangerous.
Brand Insight, Brand Strategy
The Importance of Expertise
I’ve been asked to prepare a presentation on how Good has come to appreciate and sell the value of design. When I sat down to think about this journey, it was hard to plot how we got to where we are.
Good to know, Brand Insight, Brand Guardianship
The Good Guide to Pitching
A great day has dawned. We’ve accepted an invitation to pitch that we’re all happy with!