Creative Cut: Goodson Builds on Lengthy History

As a marketing strategist, I was impressed with Goodson’s disciplined approach to branding. Sometimes B-to-B companies serving niche markets neglect it.

Goodson sets out to make its unique selling proposition known to its target audience. The catalog has a bold, easy-to-read name and tagline that it faux watermarks on every page of the catalog. The last time I saw this done was on upscale Crane stationery; it’s great branding. Goodson wisely uses green, its company color, throughout the two-color book.