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.
Journal
Brand thinking
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.
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.
Beware those Branded Wasps
We're going for an easy one. What is brand? Chris, Julie and Stewart thrash it out. Hopefully. Let us know what you think, we're up for a chat.
Brand Paranoia
Let’s talk about paranoia in branding. It’s something I’ve noticed a lot over the years - mostly with clients overestimating how much equity there is in their brand.
Starting up is fun to do
Here it is, the first episode of Good's podcast, the Good Round Up. Chris and Stewart chat through some posts that have gone up on the Good site. We're covering reporting, some insights into brand architecture and how you can get the best from your agency.
Getting Started With Reporting
Getting your reporting structure right is key to the continual improvement of your marketing efforts. Here's some tips.
Getting the best from your Agency
Help us to help you.
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.
Brand Partnerships. The good, the bad and the tasty.
Brand collaborations, how they work and why it has something to do with peaches and steak.
Brand Consultant vs Management Consultant
Is it ridiculous for us to consider ourselves a management consultancy?
Digital and Brand
This is a bit of an unusual post as it talks more about us and our approach to digital.
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.
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.
Good Advice on Succession Planning
By the time this hits our blog I’ll have left the design company I helped start. And that’s a good thing.
The Challenge of Brand Equity: To Kill or Keep a Brand
Measuring the value of your brand is one of the hardest judgements in marketing. And one of the most dangerous.
Digital Strategy: Stakeholders
So many digital strategy documents, created with the very, very best of intentions, end up lonely, forlorn and forgotten. I hate that.
The Importance of the Customer Journey
Relax. This isn't an in-depth look at how to create a digital strategy for your business. Great Guns, no. We both don't have the time.
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).
Good Advice on Embedding Sustainability
My recent ramblings on good branding, featuring our client Interface, got me thinking about a topic there's no escaping. The environment. How, as businesses, can we do our bit? How can we embed sustainable practices and behaviours in our organisations?
Setting your Digital Goals
The challenge when looking at digital is that it is seductive to fall for the lure of the big numbers. There is comfort in big numbers, especially if it comes at a low price.
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.
Go Beyond Digital Transformation to Digital Maturity
Digital Maturity is a term to describe how developed a brand or business is within the digital environment. It’s important because the most digitally mature brands communicate best with today’s digital-first customers.
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.