Do You Need a Brand Purpose?
We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.
No fluff, just straight-talking insights. Our Journal is where we share honest takes on branding, backed by years of experience. If you’re after real-world thinking that cuts through the noise, you’re in the right place.
We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.
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.
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.
At some point in a brand project, we’re faced with a persona. These can have many names, marketing/buyer/user persona, but they are usually a one slide archetype that represents an idealised customer.
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.
We've gone into detail about how our brand definition process works, defining your mission and values.
If you're looking to put a brand strategy in place it makes sense to know what the return is. The best way to do that is to tie the goals to the overall business strategy. Makes sense. So why is it we don't see this in operation as much as we'd like? Chris dives deep into what it takes to tie brand to the business goals.
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.
I’ve recently been doing some B2B research, I looked at 34 large corporate entities. They were all a certain size, with average revenues in the $3bn mark, a global footprint and more than 1,000 employees. So, they’re not mom and pop shops.
The most alluring aspect of digital marketing is the ability to get the right message to someone when they're looking for something. Intent is powerful. Someone wants something; you present an option to them.
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.
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.
We've talked about how sustainability can destroy brands, the trick is then to understand how to make brands work with sustainability. Especially as a number of proposals are on the table about how brands should report on their sustainability efforts. We have a chat about the repercussions of Sustainability Disclosure Requirements and what it means for branding.
I don’t think that there is a more contentious element in the wonderfully weird world of branding right now than the notion of “Brand Purpose”.
Every once in a while, I’ll read a brief and stop in my tracks when I get to the target audience section. I can’t help but think, “you think you know… but you have no idea.”
The UK government recently announced that there’s legislation pending on the thorny topic of sustainability.
Do you get confused between your mission and your vision? Are you tripping up over the values and a purpose? Can you tell the difference between a brand key and a brand onion? Are you asking why this is so hard? So are we. Here's our approach.
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.
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.
Brand's where the fun is, content's where the work is. But what's more important? There's is only one way to find out. FIGHT!
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.
I think that content v branding is like David v Goliath. Branding gets all the headline billing and razzmatazz, but content is ruthlessly efficient in getting the job done.
We're looking at the thorny issue of "Brand Love". Is it something useful? Is it a nonsense? Can it be measured? We chat it through.
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.