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By submitting, you agree to our processing your information for the purpose of responding to your enquiry.
Good and Loved is inspired by
John Steinbeck, East of Eden
Brands, driven by people, are founded to create value (good) and strive to be recognised, trusted, and chosen (loved). Brands that pursue one without the other struggle.
Good but unloved = irrelevant.
Loved but not good = manipulative, unsustainable, or lacking value.
'Shortcuts to love' - greenwashing, short-termism, co-opting social movements — undermine trust.
A good brand should prove its usefulness, integrity, and the quality of its offering.
A loved brand must resonate with people, culture (or subcultures), and values.
We work with brands that are steady, timeless, and enduring, and we build our own brands on the same principles.