Brand Strategy

Brand Thinking

81% of B2B Ads Fail: Here’s How Better Branding Can Fix It

A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.

Brand Strategy, Brand Creation & Evolution, Creative Expression

The importance of storytelling for B2B Tech brands

B2B Tech brand marketers must learn to step away from a technical features approach and embrace a brand-led storytelling to stand out and differentiate their products.

Navigating the AI Revolution in Brand Consulting

In a recent discussion, Sam Altman suggested a future where AI could automate 95% of tasks traditionally performed by marketers, agencies, and creatives offering instant, nearly perfect outputs at negligible costs.

Brand Strategy

Do You Need Advanced Brand Strategy?

Ever opened a head? Like, a human head. With a bonesaw. Then gone in and fixed that brain inside the head? No? Probably because it sounds hard, like brain surgery. It is hard. It's, you know, brain surgery.

Brand Strategy

Decoding Brand Confusion: Aligning Agency Expertise with Executive Vision

We’re often brought into branding projects when things have gone wrong, or a previous branding project has run out of steam.

Brand Strategy

From Frivolous to Fruitful: Agency Challenges in Promoting B2B Brand Characters

We recently had an agency debate about which brands had the best brand character. Over the course of a week, we voted on different options and Captain Birdseye won. (A fine choice, don’t you agree?)

Good to know, Brand Insight, Brand Strategy

Why do Private Equity firms ignore the role of brand in creating value?

This is the question that’s been keeping me up at night. I’m slightly scared to ask it publicly, but I’m genuinely struggling to answer it.

Brand Strategy

ESG has a brand problem

We don't claim to be experts in ESG but we do know a thing or two about brand. And as more and more clients come to us with projects that include an aspect of ESG, we’re seeing the two worlds collide.

Brand Strategy

B2B Tech Firms must dig deeper to differentiate

It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.

Brand Architecture & Naming, Brand Strategy

Why Brands Need a Serious Brand Strategy

When businesses decide on a growth strategy, there are several options open to them. Growth through acquisition is a commonly chosen path. Shopping lists are written and deals are done, often in quick succession – a demonstrable commitment to growth.

Good to know, Brand Strategy

Brand Strategy is Business Strategy

At Good, we’re of the view that if clients want to spend money on brand, then they should have a right to know what it’s likely to do for them.

Brand Insight, Brand Strategy

Why Are All Whisky Brands The Same?

In our time as a brand firm, we’ve done our fair share of work in the whisky sector. And the one thing that has been consistent across it has been that all the brands seem to be saying more or less the same thing.