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.
Journal
Articles by Chris Lumsden
Brand Consultant vs Management Consultant
Is it ridiculous for us to consider ourselves a management consultancy?
The Good MBO - Learnings From The Journey
We recently completed a Management Buyout at Good. Keith, my co-founder and partner of 15 years, left the business and I now have four new partners from the management team.
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).
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.
How to build a brand: Start with words
From time to time we face an interesting moment during that first client presentation when we’re introducing a new brand. We’ll take them through values and positioning matrices. Through the insight we’ve gleaned to give the brand the best possible start.
Creating the right marketing strategy
This might sound overly simplistic, but one of the questions we keep asking ourselves (and our clients) is ‘how does this contribute to the plan?’
Five Tips for your next Naming Project
TalkTalk have launched FibreNation – a company to help build a new broadband network for Britain. And we worked with them to name and brand the new organisation.
Measuring Design Effectiveness
Let's be honest. There’s no straightforward methodology to measuring design effectiveness.
The Role of Brand in Internal Comms
Our top 5 tips for creating effective internal comms.
What's the Difference between Branding and Marketing?
We need to share our expertise in order to build a better understanding of difference between the two.
Positioning Makes Marketing Simple
A strong well positioned brand acts like a marketing rudder. It creates coherence and simplicity, effortlessly sorting tactics from strategic activity.
Why brand onions don’t work
I don’t know about you, but I’ve always had a problem with the brand onion, aka brand wheel, brand key, brand house.
Defining your Brand Architecture
The new sub brand launch is due next quarter and you’ve run out of names, colours and icons. If only there was a simpler way...
What’s the difference between a Logo and a Brand?
The Tokyo Olympics identity system has re-raised the age old question. What is a logo and what is a brand?
Why Luxury Branding Should Just Be Branding
It’s funny the way certain themes and strands emerge in the marketing world.
There’s No ‘i’ In Apple
Since the big reveal of the Apple Watch, there has been some speculation on why the long-anticipated product ditched Apple famous ‘i’ prefix.
Consumers Don’t Care
I’m amazed at how we can complicate this industry so much that we actually forget what’s right in front of us.
How To Get The Best Out of a Rebranding Job
In our 10 years we’ve done quite a few of these jobs and we’ve learned a fair bit about what happens and what matters when you're doing them.
How Effective Are We?
We recently won another couple of Design Effectiveness Awards, which takes our tally of DEAs to ten since 2009. Six golds, three silvers and one bronze.