Brand Strategy

Brand Thinking



Trends & Innovation, Brand Guardianship

How brands can make their ESG meaningful

ESG is making a bigger impact on brands than ever before. But the challenge is that many of them just can’t leverage their ESG credentials in a credible way. I wanted to take a look at why and what can be done about it.

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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.

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 Strategy, Brand Creation & Evolution

Branding By Algorithm

I’ve been thinking a wee bit about what happens to brand in this digital world, and one of my conclusions is that it’s being overpowered, and we’re now “branding by algorithm”.

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?

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 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 Strategy, 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 Strategy, Brand Architecture

Brand Architecture - Don’t forget the due diligence

When businesses merge or acquire other businesses, they don’t spend enough time thinking about what to do with the brands, products and portfolios. This is our experience anyway. 

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.

Good to know, Brand Strategy, Environments

Tips on Working Internationally

When we started, our first ambition was to open an office in London. It’s an inconvenient truth that we needed to have an office there in order to be taken seriously by clients. (Thankfully, I think it’s beginning to change now).

Brand Insight, Brand Strategy

The Importance of Brand 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.