In this episode, we're tackling a common challenge faced by B2B companies: why sales prospects often miss the full value of what's being offered. We break down how to move beyond feature lists to communicate real business value, sharing practical insights into brand positioning and sales effectiveness. Whether you're in tech, services, or manufacturing, this discussion will help you sharpen your value proposition and connect with decision-makers more effectively. No problem.

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. If you’re struggling with presenting a cohesive brand image across various platforms and regions, this episode offers pragmatic advice on navigating these challenges without losing sight of your brand’s core identity. We cover: 1. Inconsistencies in Branding: How inconsistency in messaging and visuals can confuse...

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. They running through: The unintentional growth of product ranges and how it leads to confusionKey statistics on B2B buying journeys and decision-making processesThe impact of complicated portfolios on sales and customer experienceStrategies for simplifying product offerings without alienating existing...

Going through a brand refresh is fraught with challenges. We talk about what you should and shouldn't do. This is based on an article that is on our website that talks about some of the enquiries that we get in to the business. You can read more at: https://www.wearegood.com/articles/digging-business-trends

The theory around brand architecture is well documented. What's missing in those discussions is what happens in practice. When you decide that it's time to restructure your product portfolio, how can you avoid the big mistakes and bring your colleagues with you on the brand architecture journey?

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. Mike wrote an article on brand guidelines that you can read through at your leisure on the Good website. 

Stewart's in the US! Chris is at home! Julie is at home! Using the power of cables and satellites, the team got together to talk about product positioning, the value that it brings to businesses and how brand helps bring it together. A blog post for you that goes into more detail on positioning: Perfect Your Product Positioning

We're not playing around, we're diving deep into the trenches of practical brand strategy. Forget leads and ops; we're talking about the meaty stuff that keeps CMOs up at night. From the pitfalls of short-term gains to the seismic shifts in business models, we explore why some companies are winning battles but losing the war. And we've got a guest to share these war stories. Ryan Schultz, a seasoned marketer and friend of Good, shares tales of brand triumphs and tragedies and why it takes a...

Yes, we've changed the name of the podcast. We're being more descriptive. We'll talk about it a wee bit on the next podcast. But in this barnstormer, Chris researched the brand values on B2B websites. He was underwhelmed. So, what's the point of having them? And can we make them better? We chat it through. It gets deep.  Here's the article that Chris wrote with all the facts and figures: The Value of Brand Values.

In this episode, we tackle the issue of 'brand confusion' and its impact on sales. We discuss how an overly complex product portfolio can create hurdles for both customers and sales teams. We delve into the importance of simplifying your product architecture to enhance customer understanding and expedite the sales process. All in 28 minutes. Boom! Here’s a link to the original article:  What to do when your sales team stop selling

We work with private equity businesses that understand the value of a clearly articulated brand. And then we see the vast majority just ignoring it. We don't know why. So we decided to talk about it. Chris's article on LinkedIn: Why do Private Equity firms ignore the role of brand in creating value?

We've been looking into the world of business to business tech firms, and we've noticed some patterns in how they deal with brand that could be losing value in their business. We discuss. Here's a link to the story about the Magic Porridge Pot. And here's a link to the story that inspired this episode: Brand mistakes made by B2B Tech firms.

Your competition is another company; it's the status quo. We explain more on this month's podcast. You can read the original article on our website. 

Too often, we focus on the end result when it comes to brand. Instead, it's helpful to reflect on one of the critical milestones in the journey, the kick-off session, the brand workshop. We dive into what makes a good brand workshop, the reason for doing it and how to improve the session's outputs to ensure great work is built from it.

Everyone swoons at a vision. Everyone gets into the value. But the mission? It's the middle child that people love but don't understand. We get into what we mean by 'mission', why it's central to a brand and how it should be used within your business.

The title says it all. We go into the brand strategy, what it means to be serious about it and why we think there needs to be more critical thinking around it.

Defining your brand starts with your vision. We look at the best approaches to creating a meaningful vision that's ownable to your business.

We talk about brand purpose. Is it useful? Does it help? What's the point? Where does it work well? Where doesn't it? We talk it out. Let us know what you think.

If you're looking to put a brand strategy in place it makes sense to know what the return is. The best way to do that is to tie the goals to the overall business strategy. Makes sense. So why is it we don't see this in operation as much as we'd like? Chris dives deep into what it takes to tie brand to the business goals.

We've talked about how sustainability can destroy brands, the trick is then to understand how to make brands work with sustainability. Especially as a number of proposals are on the table about how brands should report on their sustainability efforts. We have a chat about the repercussions of Sustainability Disclosure Requirements and what it means for branding.

Do you get confused between your mission and your vision? Are you tripping up over the values and a purpose? Can you tell the difference between a brand key and a brand onion? Are you asking why this is so hard? So are we. Here's our approach.

Brand's where the fun is, content's where the work is. But what's more important? There's is only one way to find out. FIGHT!

We're looking at the thorny issue of "Brand Love". Is it something useful? Is it a nonsense? Can it be measured? We chat it through.

Yes, that’s right, you read that right. Sustainability is important, we’re not arguing that, but are brands getting their messaging around it right? We’re seeing some trends and we’re not encouraged. Oh, we also have our longest prepod but trying to edit it was a nightmare so, yes, five minutes of ‘banter’ before we get into the good stuff. Let us know what you think. About the sustainability chat, not our prepodding.