A Good Question

When is good better than best? Here not so much to answer this as to bask in the applause of one (or, at best, two) other semantic pedants for that opening sentence, is Steve Jenkinson. While he’s here, he may as well bend your ear about why a brand’s story means something – and how it can mean more…

Creating a world of good slogan with buildings and forestry in the background

Ask any linguist and they’ll talk your ear off about how meaning is always in flux. A word changes with each context, whether that’s cultural or political, in hope or in hindsight. It’s always ebbing and flowing, telling something different to everyone who comes into contact with it – and, when it comes to storytelling, each word has the potential to grow into something greater. It has the power to encapsulate a brand’s character and purpose, its past and future, where it’s been and where it’s going.

This extends to our own story as the brand that is Wyatt International. 60+ years in business and B2B speciality aside, the mark of a strong brand is something that people can believe in and belong to – and everyone wants to belong to something good. Something that’s anchored in driving real, physical, social and environmental change. As an employee-owned agency, this is exactly what all of us here want (as well as that sweet bill-paying money and a snack basket, obviously), and so we saw the chance to evolve our own brand for…well…good.

Creating a world of good.

See how I got the word ‘good’ in there again? That’s six times now, by my count, so to avoid getting a telephone call from the police, I shan’t say it again. But this subhead, above: this is it. This is our brand’s story – something we all believe in and belong to.

We all want to do (okay, let’s blow this thesaurus wide open) exceptional work. We all want to make a lasting positive impression on our clients’ bottom lines – not just profit-wise, but in terms of their people, their purpose and their impact on our planet. And all this is wrapped in a story that goes beyond ‘value’, into the realm of changing our world – and our clients’ worlds – for the better.

Putting our beliefs behind our brand.

Of course, a story is just one part of a brand. It’s a pretty important brick in the bungalow, but it doesn’t hold the whole thing up alone. Within the whole architecture of a brand, belief is the cement that holds this increasingly tortured metaphor together. And so ours needs to be rooted in our people’s shared beliefs.

All of which is why, to cut an astonishingly self-indulgent story short, is why we’ve evolved our values to match this belief in creating a world we all want to be a part of. Actually doing this involved workshops, synthesising, distilling, testing, drinking coffee that increasingly tastes like tobacco and toast; the usual process of brand development. But that’s only important to my wilfully suppressed memories – the outcome is what matters. So ours? You’ll have to see them here.

Creative. Commercial. Conscious.

So, then: when is good* better than best? Short answer: it always is. It means that we might not have all the answers right now, but we’ll find them by working together. It means we care about the shape our world’s in, and the state of all our clients’ worlds. And it means we can change them for…well. You know.

What does ‘good’ look like to you? Share your thoughts, and let’s see how we can make good things happen together: hello@wyattinternational.com

* Authorities have been notified.

Creating a world of good.

Putting our beliefs behind our brand.

Creative. Commercial. Conscious.

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