Goodman Group (Part 1)

How do you go from good to great?

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

In the face of exits, mergers, and acquisitions, Goodman, the global industrial property company, faced with the opportunity to reimagine themselves as a truly global brand. Having also acquired additional assets in the UK and Europe, the company needed to bring together four distinct businesses and align their positioning, culture, and behaviours under a common brand.

A new era

Goodman is a global property expert in logistics and business space, owning, developing, and managing industrial property in 14 countries. Globally, they are now regarded as the leader in category having set the benchmark for purpose led growth, cultural and business innovation, and brand implementation. Not to mention a ASX sweetheart given its growth record, results, and $62b assets under management.

At the time of engagement, Goodman faced the challenge of how to merge four businesses, across the world, into one purpose-led global brand with very ambitious targets.

All buildings must start with a solid foundation, and so began our enduring partnership with Goodman.

Goodman Group Case Study

Putting the Good in Goodman

Following the offshore acquisitions, we began with defining and determining the similarities and differences between the cultural model of each business, recommending the appropriate values, which are still in place today, and determining the key points of difference for Goodman versus its global peers.

The project included global interviews with key executives, clients, investors, and stakeholders across each market including Europe, UK, Asia, and the USA.

The global leadership team demonstrated commitment to the strategy and the Goodman purpose was born.

From good to greatly

The research, diagnostic interviews, analysis, and purpose workshop process yielded a new brand name (Goodman), a brand strategy that aligned the core purpose with the company’s culture, communications, and customer experience, and a fresh visual identity that disrupted all category convention, making the positioning of ‘thinking outside the square’ come to life.

Goodman is now recognised as one of the world’s most progressive, innovative, and truly purpose-led organisations. The financial, community, client, and growth targets have been exceptional.

“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