Good to know
Brand Thinking
Good to know, Brand Definition
Digging For Business Trends
Trends. You can't escape them, and you are certainly influenced by them. One way we look at trends affecting what we do here at Good is to look at the types of enquiries we're getting in and see how they change over time.
Good to know, Brand Guardianship
Brand Guidelines: How to get the most out of them
When executed well, a brand’s guidelines are an essential tool that facilitates consistent and effective application of its visual identity. The problem is when they’re not done well, they do the exact opposite.
Good to know
The Power of Simplicity for B2B Tech Brands: Less is More
Exploring the why and how of B2B tech's fear of simplicity
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.
Good to know
Reflections on a 10 year client partnership
Agencies aren't partners with their clients unless they share in the commercial risk of the enterprise.
Good to know, Market Research, Trends & Innovation
Why the status quo is the real competition
Even if we offer customers something new, better and cheaper it’s not necessarily the case that they’ll jump at it straight off the bat.
Good to know, Website Management
Tips for a good brand homepage
One thing we’re always telling clients is that the clarity and coherence of their organisation needs to come through in the first contact with the brand. Often, this first contact comes via a company’s website.
Good to know
Tips on how to run a brand workshop
I had an experience recently that forced me to boil down the essence of a brand workshop to its constituent parts, so that we could be through it in an hour. This wasn’t particularly easy, given that we usually run these sessions over a half day period.
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.
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.
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.
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.