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 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.
- Brand Strategy
- Creative Expression
- Brand Architecture & Naming
- Product Positioning
- Brand Foundations
Beyond the Buzzwords: When AI Meets Brand Strategy
Join the Good Brand Consultants team as they tackle the challenging intersection of AI and brand positioning.
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.
AI in Branding: Moving Beyond the Buzz
AI is everywhere. From marketing to product design, brands are rushing to slap “AI-powered” on their offerings, hoping to ride the wave of technological intrigue. But here’s the thing: it’s not enough to say your product uses AI. Customers aren’t dazzled by buzzwords; they’re looking for something far more fundamental—clear, tangible value.
Beyond Features: How Brand Positioning Drives B2B Sales Success
Shifting from feature-focused sales pitches to value-driven conversations through effective positioning helps B2B companies demonstrate real business benefits to prospects.
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.
Aligning Brand Consistency Across Channels
Chris, Julie and Stewart dive into one of the most common challenges businesses face: how to communicate their brand consistently across different channels, regions, and markets.
Taming the Product Portfolio Beast: Simplifying B2B Offerings
In this episode of The Good Brand Podcast, hosts, Chris Lumsden, and Julie Murdoch and Stewart Steel dive into the challenges of managing complex product portfolios in B2B businesses.
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.
How Should You Update Your Brand?
Going through a brand refresh is fraught with challenges.
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.
The Theory and Practice of Brand Architecture
The theory around brand architecture is well documented.
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.
The Practical Side of Brand Architecture: What Theory Doesn’t Tell You
A recent uptick of enquires around specialist brand architecture projects has prompted me to reflect on the complexities these businesses face and how theoretical understanding impacts practical application.
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 Lost Art of Brand Naming
Like deciphering coffee menus, obscure business branding can lead to confusion, affecting sales.
Brand Guideline Guidelines
We chat with Mike Hunter, our associate design director here at Good, about the dos and don'ts when it comes to what many businesses see as the end of the brand process, the brand guidelines.
Does Your Business Need a Sub Brand?
This is a recurring issue in the B2B work we do – and our answer to the question ‘should we create a new sub brand?’ is almost always ‘no’.
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.
The Power of Positioning
Stewart's in the US! Chris is at home! Julie is at home!