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.
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.
Part 2
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.
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.
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.
