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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?
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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.
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Fehlende Folgen?
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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
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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 special kind of leadership to truly make an impact and lead in today's crazy brand landscape. If you're tired of marketing automation and yearn for brand strategy with substance, come on in.
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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.
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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
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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?
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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.
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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.
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Take a look at the article we wrote about running a brand workshop.
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We hope you enjoyed this podcast about brand mission, have a look at the article that kicked this discussion off.
Setting out your Brand Mission
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Here's a link to the original article on the Good website. Why Brands need a Serious Brand Strategy.
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Here's the article that Chris wrote: Creating the vision for your brand.
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Here's the article that inspired our podcast.
Do you need a brand purpose?
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The Brand Strategy is Business Strategy article on the Good website.
All our other articles on the Good website are for your reading pleasure.
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Here's the article that Chris wrote: Sustainability Disclosure Requirements: What it means for brands.
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A link to our brand definition example.
The best article on the Internet: BRAND ONIONS!
Our podcast where we talk about brand values.
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Here are some links to some articles mentioned in our cheeky podcast.
Why content is more important than brand
Content Strategy and Why You Need One
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Article against brand love : Can't Buy Me Brand Love
Article for brand love: How to make People Love Your Brand -
Have a look at the article that inspired our podcast.
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