Emotion in B2B Buying
Emotion is a word that’s thrown around a lot in branding, often associated with happiness, joy, or love. In B2C, it’s easy to see why.
Journal
Brand Strategy
- Brand Strategy
- Creative Expression
- Brand Architecture & Naming
- Product Positioning
- Brand Foundations
Brand Bike Shedding: Why Avoiding the Big Brand Questions Costs You More
Branding often mirrors a curious behavioural quirk in decision-making: Bike Shedding. It's a term coined by British historian and writer Cyril Northcote Parkinson in his 1957 essay on organisational inefficiency.
81% of B2B Ads Fail: Here’s How Better Branding Can Fix It
A recent study by the B2B Institute in partnership with MediaScience reveals a shocking truth: only 19% of an ad’s audience can attribute it to the correct brand.
B2B Branding: What Happened to “Hello”?
In the rush to showcase technical prowess, many B2B brands forget the simple yet powerful act of introducing themselves. Without a proper “hello,” even the best products struggle to make an impact.
The importance of storytelling for B2B Tech brands
B2B Tech brand marketers must learn to step away from a technical features approach and embrace a brand-led storytelling to stand out and differentiate their products.
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.
5 signs your brand needs a simplification audit.
In our experience, B2B portfolios are too complex and create a lot of confusion. Here are 5 tell-tale signs that your portfolio needs to be simplified.
Navigating the AI Revolution in Brand Consulting
In a recent discussion, Sam Altman suggested a future where AI could automate 95% of tasks traditionally performed by marketers, agencies, and creatives offering instant, nearly perfect outputs at negligible costs.
Building Brand Leadership
Over the years, we’ve been lucky enough to work with brands that are all on board with what brand can add to their business.
Do You Need Advanced Brand Strategy?
Ever opened a head? Like, a human head. With a bonesaw. Then gone in and fixed that brain inside the head? No? Probably because it sounds hard, like brain surgery. It is hard. It's, you know, brain surgery.
Decoding Brand Confusion: Aligning Agency Expertise with Executive Vision
We’re often brought into branding projects when things have gone wrong, or a previous branding project has run out of steam.
The Power of Simplicity for B2B Tech Brands: Less is More
Exploring the why and how of B2B tech's fear of simplicity
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.
Reflections on a 10 year client partnership
Agencies aren't partners with their clients unless they share in the commercial risk of the enterprise.
Brand mistakes made by B2B Tech firms
These mistakes may not be brand killers, but they could cause yours to bleed value and equity and feed the competition's business.
Helping B2B understand why it should invest in brand
I think that outside the realm of B2B marketing, clients generally have a poor understanding of brand and why they should invest in it. I also think that’s because we (agencies) do a bad job of explaining why.
ESG has a brand problem
We don't claim to be experts in ESG but we do know a thing or two about brand. And as more and more clients come to us with projects that include an aspect of ESG, we’re seeing the two worlds collide.
B2B Tech Firms must dig deeper to differentiate
It feels like every other B2B tech firm I look at conforms to the same visual and verbal convention.
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.
Better Branding During a Recession
As I sit here in October 2022, it looks like we're heading into a recession.
Setting out your Brand Mission
We've been going through our brand definition process, going into some detail with vision and values. Now we're getting into the meat of that brand sandwich, your brand's mission.
Why Brands Need a Serious Brand Strategy
When businesses decide on a growth strategy, there are several options open to them. Growth through acquisition is a commonly chosen path. Shopping lists are written and deals are done, often in quick succession – a demonstrable commitment to growth.
How brands can make their ESG meaningful
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 the vision for your brand.
Creating a vision for your brand seems straightforward when looking at other companies. They seem so self-evident, so obvious.