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
Creative Expression
- Brand Strategy
- Creative Expression
- Brand Architecture & Naming
- Product Positioning
- Brand Foundations
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.
Brand Guidelines: How to get the most out of them
When executed well, a brand’s guidelines are an essential tool that facilitates consistent and effective application of its visual identity. The problem is when they’re not done well, they do the exact opposite.
From Frivolous to Fruitful: Agency Challenges in Promoting B2B Brand Characters
We recently had an agency debate about which brands had the best brand character. Over the course of a week, we voted on different options and Captain Birdseye won. (A fine choice, don’t you agree?)
Does evolving your brand always mean changing your identity?
The short answer is no.
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.
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.
Why Are All Whisky Brands The Same?
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.
Branding for global, local or both?
When you take on a brand project with a global business, the thorny issue about how to deal with the various regions and the language translations is always there, sitting just below the surface.
Sustainability is Damaging Brands
Post pandemic, it feels like the sustainability trend is going to dominate. For a tired old brand cynic, it’s the next cab off the rank for brands to fetishise now that AR, QR codes and social media seem to have normalised.
Brand Lessons from Apple
I feel for clients as they go around their agencies—presentations, suggestions, observations and, occasionally, insights. And then, when talking through a particular challenge, they are brought up. The Jesus of Modern Branding: Apple.
Your Employer Brand is Your Brand
To understand what it takes to create an effective employer brand, it’s essential that we’re on the same page about what exactly an employer brand is, and why it's important.
Introducing Clarity Reports
We’re delighted to announce the launch of our first product from Good, the Clarity Report. We’ve been working on creating these reports for about eight months now, so it’s a relief to get it out in the world.
7 Reasons Why Brand Language Matters
There’s loads written on tone of voice and it’s an important component of a successful brand. I want to go a bit further and say that language is about more than just TOV, it can work harder for brands.
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.
Good is Good Enough
One of our worst habits as a business is trying to make things brilliant, when they only need to be good.
The Challenge of Rebranding in Sports
A few weeks ago, I was sat in a local pub enjoying a jam-packed afternoon of sport. A pretty good day, you might say.
Starting your Content Strategy
Strap in. We're going to talk about the latest, most fabulous digital marketing experience. Creating content that people want to look at, read and engage with.
Good advice on Good branding
So far in this series on what we feel constitutes Good branding, I’ve talked about Filson and its reach with the far-flung members of its family. And, I’ve waxed lyrical about Nike’s discipline in using brand to drive decisions where others wouldn’t.
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.