A good guy. A good gal. A good neighbor or friend. For us, consistent good is better than hyperbolic spurts of momentary greatness. Good is the feeling lasting relationships are built on. The same is true for brands. Good brands must create experiences that are welcome in people’s lives. Respect consumers’ time and intelligence. Share people’s values and empower and inspire them. Good brands are built upon an overt, motivating and purpose-driven foundation. And research shows they succeed to the tune of 9x share of wallet. And 10x greater shareholder value. Our work is guided by the unshakable belief that Good Wins.