Journal
Brand Thinking
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 Insight, Trends & Innovation
Six Ways Recruitment Firm Brands Bleed Value to their Competition
One industry I think is particularly behind the curve in the brand space is recruitment. They misunderstand the value of ‘brand’ and the disproportionately important role it plays in customer interaction which happens primarily in the digital sphere.
Market Research, Trends & Innovation
Brand Marketing vs Performance Marketing
Performance marketing is one of those coolio terms gaining growing momentum over the past five years. It sounds cooler than "digital marketing"; after all, who doesn't love themselves a wee bit of performance?
Good to know, Brand Activation
The Problem with Disruption
Today’s marketing landscape is more complex and crowded than ever. Combined with the fact consumers are busy, distracted, and have enormous demands placed on their time – how do brands achieve that much longed-for ‘cut through’?
Good to know
Understanding Share of Search
There’s been some buzz recently around an interesting new metric that claims to be a quick health check on your brand.
Brand Guardianship
How to Tell if Your Brand is Leaking Value
I like the term ‘leaking value’ when it’s attached to brand. For me, it perfectly encapsulates the idea of what happens to organisations when they have a brand problem that’s hidden from view.
Good to know
Do clients choose us or do we choose them?
For us, I suppose the reality is that it’s somewhere in between.
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?
Brand Architecture
How many products does a brand need?
There’s not necessarily a right or wrong answer here. But in my opinion, the fewer, the better
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 Insight
The Five Signs of Brand Leadership
Brand Leadership. It’s a term that we use at Good when we start working with a client to understand just how much they “get” brand.
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.