Goodman Group (Part 2)

How do you demonstrate an on-going commitment to greatness?

Expertise Areas
  • Brand Research & Diagnostics
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy
  • Mergers & Acquisitions (M&A) Strategy & Advice
  • Culture Change & Employee Value Proposition (EVP)
  • Putting Purpose into Practice (PPiP)®
  • Brand Idea, Identity & Naming
  • Communications Strategy & Implementation

Goodman is one of those brands that doesn’t believe in good. Or good enough. They believe in great. That’s probably why we’ve worked alongside them for 14 years. As Goodman has evolved, we’ve always sought to express what’s at the heart of their brand: greatness.

Revisiting greatness

Brand Council first rebranded Goodman, the global property expert in logistics and business space, back in 2006. At that time, it was our job to develop a global brand (for global clients and investors) that could also be adapted for local market messaging and implementation. A guiding philosophy, unifying strategy, and cultural glue were brought to life through a new brand identity and defined positioning and marketing strategy.

Fast forward a decade, and some exceptional growth, and Goodman wanted to ensure they were still on their path to greatness. They wanted to revisit their strategy to ensure it still aligned with their values, and pegged them as leaders in their ever-changing, competitive industry.

Goodman Group Case Study

From great to exceptional

Revisiting and refining a great strategy means asking a lot of tough questions. We undertook customer, investor, and culture interviews, across USA, Europe, Asia, Middle East, and Oceania, to review the strategic positioning, competitive framework, culture (executive and organisational), and client/investor product, experience, and relationship strategy.

Goodman Group Case Study

Making space from greatness

The findings from the global study directly influenced the global relationship development, client and investor communication, executive structures, and culture alignment. Key messaging and communications were then adapted for local market requirements and dynamics.

Goodman has gone from strength to strength and is one of the most respected global brands listed on the ASX with consistent growth in the business and its share price over the last ten years.

They continue to demonstrate greatness in their deep commitment to purpose, values and executive leadership. Always putting their customer and community at the core of their business.

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM