The Good Brand Podcast

Good, Brand Consultants
  • 4.6 (16)
  • MARKETING
  • MONTHLY

We're talking about brand. We're even trying to define it. Understand what makes a good brand and how you can make your brand better. Views, thoughts, and commentary for clients and agencies. Brought to you by Good, a brand consultancy based in the UK.

  1. 15 JAN

    Bursting the AI Powered Bubble

    In this episode, Stewart, Julie, and Chris dive into the pervasive problem of "AI-powered" marketing in 2026. Sparked by observations from the Consumer Electronics Show in Las Vegas, the team discusses how lazy product marketing has reduced AI to a meaningless badge, plastered on everything from battery chargers to computers without explaining actual customer value. Drawing parallels to the "smart" and "connected" buzzwords of 2015-2016, the hosts explore why technology companies struggle to articulate benefits instead of features. They argue that AI actually offers more tangible value than previous tech trends, making it even more frustrating when companies default to shorthand rather than explaining how their products save money, make money, or solve real problems. The conversation takes a personal turn when Stewart shares his reaction to receiving an AI-generated Christmas card, sparking a broader discussion about authenticity, consumer scepticism, and knowing when AI use matters versus when it doesn't. The team emphasises the importance of showing the "messiness" of real progress, admitting mistakes, and being honest about the journey—something AI's perfectionism often obscures. The episode concludes with reflections on the coming AI backlash and predictions about what next year's CES might bring (spoiler: it's robots). About Good, Brand ConsultantsGood Brand Consultants helps B2B organisations turn brand strategy into commercial reality. Based in Scotland and working globally, we partner with clients to tackle everything from foundational brand positioning to practical implementation frameworks. If you're wrestling with brand challenges or want to explore how strategic brand work can deliver real business results, we'd love to hear from you. To learn more about us, visit goodbrandconsultants.com.

    27 min

  2. 25/11/2025

    Has Lululemon Lost Its Soul (And Is Your Brand Next)?

    Lululemon built an empire by obsessing over community, culture, and the women they served. Then something changed. The stores lost their personality. The customer workshops disappeared. The soul got diluted. Sound familiar? It should. Because what happened to Lululemon happens to almost every brand that prioritises growth over identity. The investors start calling the shots. The quarterly targets become more important than the customer. And slowly, the thing that made you special becomes the thing you sacrifice first. In this episode, the team at Good unpacks what went wrong at Lululemon—and more importantly, what it teaches us about keeping brand at the centre when everyone's screaming for more revenue, more stores, more growth. Because here's the truth: most leadership teams don't want to hear: your brand foundations should dictate your growth strategy, not the other way around. About Good, Brand ConsultantsGood Brand Consultants helps B2B organisations turn brand strategy into commercial reality. Based in Scotland and working globally, we partner with clients to tackle everything from foundational brand positioning to practical implementation frameworks. If you're wrestling with brand challenges or want to explore how strategic brand work can deliver real business results, we'd love to hear from you. To learn more about us, visit goodbrandconsultants.com.

    27 min

  3. 03/11/2025

    The Bridge Builder's Guide to Brand Success

    Most brand projects fail not because of bad creative work, but because of poor internal groundwork. In this episode, we sit down with Robert McKechnie, MD of Starrett Europe and a veteran of successful brand transformations at organisations including Core (Scottish Power) and Norbord. Robert shares his powerful "torch and bridge" analogy that reframes how clients and agencies should work together. While agencies shine the torch to illuminate what's possible, it's the client's responsibility to build the bridge: doing the internal work, securing buy-in, and creating the cultural foundation that turns brand strategy into business results. We explore why brand exercises fail when they're just "poster campaigns," the critical importance of bringing customers into the room during strategy development, and why you should never find yourself in a boardroom discussing fonts. Robert also tackles the eternal tension between marketing and sales, and shares hard-won advice for mid-level marketeers struggling to make an impact. This is a conversation about the unglamorous but essential work that separates brand projects that deliver real commercial results from those that simply look pretty. About Good, Brand ConsultantsGood Brand Consultants helps B2B organisations turn brand strategy into commercial reality. Based in Scotland and working globally, we partner with clients to tackle everything from foundational brand positioning to practical implementation frameworks. If you're wrestling with brand challenges or want to explore how strategic brand work can deliver real business results, we'd love to hear from you. To learn more about us, visit goodbrandconsultants.com.

    43 min

  4. 01/10/2025

    What Happens When Price AND Quality Don’t Differentiate?

    Something's coming over the hill! In this episode of The Good Brand Podcast, Stewart sits down with Chris and Julie to tackle a thorny question: what happens when “cheap imports” aren’t cheap or inferior anymore, just good enough, well-priced, and increasingly well-branded? Using BYD and others as jumping-off points, we dig into how the playbook has shifted (price → quality → brand) and what that means for Western B2B manufacturers and tech firms. We talk trust as a real moat (warranties, service, local presence), why heritage helps but won’t save you, and the unsexy truth that brand-building is a continuous practice, not a one-and-done campaign. No silver bullets, just what it takes to be match-fit before market share slips “slowly, then quickly.” Take a look at the original article. About GoodGood is a brand consultancy, working with ambitious B2B businesses to overcome the problems that hold them back. We believe brand strategy is business strategy, helping companies sharpen their positioning, win customer loyalty, and unlock new opportunities for growth. Got a problem that’s keeping you up at night? We’d love to have a chat to see how we could help. Find out more at goodbrandconsultants.com.

    23 min

  5. 17/09/2025

    Brand at the Top: Why CEOs Can’t Ignore Brand

    In this episode of The Good Brand Podcast, we sit down with Catherine Connolly, Executive Chair of Prime Light Group, to explore how brand shapes boardroom decisions and business strategy. From her early career in B2B marketing to leading global and mid-sized companies, Catherine shares candid insights on using data to earn credibility at board level, why consistency beats trends, and how brand becomes the anchor for growth. It’s a practical, no-nonsense look at why brand truly belongs on the leadership agenda.

    43 min

  6. 27/08/2025

    Beyond the Logo: How One Business Uses Brand to Make Decisions

    In this episode of the Good Brand Podcast, we sit down with Carolyn Jones (CJ), co-director of Anatomical Concepts, a Glasgow-based company providing rehabilitation technology and personalised services for people following life-changing illness or injury. Five years after working together on a comprehensive rebrand, CJ shares how brand strategy has become the backbone of their business decisions, recruitment process, and daily operations. From using brand values as a strategic filter for new projects to embedding their mission into every client conversation, this conversation reveals how a well-crafted brand can transform not just external perception, but internal culture and business growth. CJ discusses the vulnerability required in the brand process, how they've maintained authenticity while scaling, and why their brand guidelines live on the front page of every official document rather than gathering dust in a drawer. We love this, a case study in how small businesses can leverage brand as a practical tool for sustainable growth and meaningful impact. Want to talk? Have a look at our website, Good Brand Consultants.

    31 min

  7. 14/08/2025

    Why Brand Gets Left Behind in B2B - Lessons from Our Survey

    In this episode of the Good Brand Podcast, we unpack the findings from our latest B2B brand survey — and they’re telling. While most businesses invest in defining their brand, too often the strategy gets shelved after launch. Brand is left to play second fiddle to product marketing, rarely given the space or investment to shape business decisions. We discuss why belief in brand fades so quickly, why true brand campaigns are almost non-existent in B2B, and how better measurement,  from quick wins to long-term impact, can help brand earn its place at the top table. Take a look at our article, You Don’t Have a Brand Problem. You Have a Brand Belief Problem.Have a look at our results.

    27 min

  8. 30/07/2025

    Why Smart Firms Sound Stupid: 5 Hard Truths About Branding in Professional Services

    Why do so many professional services firms,  full of smart, capable people, sound like they’re trying to confuse you? In this episode, the Good team dives into the five hard truths that explain why professional services branding so often misses the mark. From overcomplicated language to legacy baggage, inside-out thinking to same-same design, we unpack the traps firms fall into and why clarity is braver than complexity. Expect straight-talking, zero-fluff takes on: Why “you can’t express what you haven’t defined”How legacy names can become anchorsWhat the “we-to-you ratio” reveals about customer focusWhy looking professional doesn’t mean looking the sameAnd how strategy, not design, sets the foundationWhether you're in B2B tech, law, consultancy, or finance, this one’s for anyone tired of jargon, vague mission statements, and forgettable brands. 🔗 Read the article 🎙️ More episodes 👋 Work with us

    27 min
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Ratings & Reviews

4.6
out of 5
16 Ratings

About

We're talking about brand. We're even trying to define it. Understand what makes a good brand and how you can make your brand better. Views, thoughts, and commentary for clients and agencies. Brought to you by Good, a brand consultancy based in the UK.

Information

  • Creator
    Good, Brand Consultants
  • Years Active
    2020 - 2026
  • Episodes
    56
  • Rating
    Explicit
  • Copyright
    © Good Full Stop Limited
  • Show Website
    The Good Brand Podcast