The Good Brand Podcast

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...

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...

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....

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...

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 b...

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,...

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, w...

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...

A trillion-dollar value gap. A C-suite that doesn’t get it. And why “brand” still feels like a dirty word in B2B. Stewart, Chris, and guest Teri Nicklin get real about why brand is misunderstood, underfunded, and harder than ever to prove. Expect honest takes, stupid questions worth asking, and a push for braver brand thinking. You can find out more about Teri as well as Teri's LinkedIn post that...

In this episode of the Good Brand Podcast, Stewart, Julie and Chris get stuck into the real reason your best work isn’t cutting through. It’s not a branding problem, it’s a business problem. From product-led blind spots to muddled messaging, they unpack the "recognition gap" between what companies think they’re selling and what customers actually value. Expect plain talk on why brand is often misu...

B2B tech is booming. But most of the branding? Dull, confused, and disconnected from what actually drives growth. In this episode, Stewart, Chris, and Julie dig into Brand Dynamics in B2B Tech: The Current Landscape - our new report that finally puts it all in one place. We call out the common traps tech brands fall into, from undervaluing brand to putting creativity in a box. We explain why brand...

Join the Good Brand Consultants team as they tackle the challenging intersection of AI and brand positioning. The episode dives into why companies rush to label their products as "AI-powered" and examines more effective ways to communicate technological innovation to customers. Through practical examples and industry insights, we explore how brands can move beyond superficial tech trends to delive...

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 v...

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...

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 confusion Key statistics on B2B buying journeys and decision-making processes The impact of complicated portfolios on sales and cus...

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 season...

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...

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...

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.