Good to know
Brand Thinking
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.
Good to know, Trends & Innovation
Sustainability Disclosure Requirements: What it means for brands.
The UK government recently announced that there’s legislation pending on the thorny topic of sustainability.
Good to know, Market Research
When should you hire a brand consultancy?
The last 2 years have been mad. We’re all doing things differently and business has never been as strange. One thing we’ve noticed in our consulting is that some clients reviewing their brand values in house. And I get why.
Good to know, Market Research
Research. Is it worth the time and money?
What people do, what they say and what they say they do are three very different things. When it comes to understanding people, context is everything. When it comes to effective research, it means using the right tactics and asking the right questions.
Good to know, Brand Architecture & Naming, Brand Definition, Foundations
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
A Good Internship – A Covid Perspective
The challenges of virtually preparing the teas and coffees.