Here's to our roaring twenties!

March 6, 2024
white label to promotional products

Tiger Global has been around for nearly 20 years. That’s quite a long time for a business these days, especially in the current economic climate.

We’ve seen a lot. We’ve done a lot. And like most 20 year olds, we’ve hit a point where we are feeling nicely established, know a lot, but still have lots of growing left to do. So, naturally, we’ve had an existential crisis about that. Why we are here? What are we doing with our lives? Where are we headed?

The outcome? We were just not sure stripes were our thing anymore.

It all started 5 years ago. We were still doing the great 3rd party manufacturing work for our long standing clients, but there was a huge disconnect.

Not in terms of our values and ethos for how we approached business. That hasn’t changed, it has always been important to us that we do more good and less harm. And we still make fast moving consumer goods and promotional merchandise products. That all remains the same. But, the perception we were putting out, didn’t fit who we were as an organisation or as people.  

We had bags full of personality (sometimes a little too much), but how we were presenting ourselves was very different to that. Our business had changed a bit too. We expanded capabilities to include domestic production and not just manufacturing through emerging markets.

The more and more we sat with it, we realised Tiger Global didn’t really fit with who we were or where we were headed.

A rebrand is a big deal. It isn’t just coming up with a new name. You have to think long and hard about what it represents, and how it will age. As well as, all the practical things like company registrations etc. It is a big commitment.

So, rather than take that leap, we decided to get an agency on board to help with our tone of voice. Someone who could help us better communicate ourselves.

We did some great work with HELLO Genius. They helped us be bolder in our communications and be clearer in what we do and what we want. And it worked, to an extent.

But, we found that the biggest barrier for us was that we had a very similar name to a global investment firm. We are only small team, and we were getting caught up in the negative PR surrounding them and inundated with investment requests. Not sure about you, but we don’t have a spare £42 Million lying around to put into Fintech.

We made the decision to bite the bullet and go for it! Rebranding to Justgood.

Why Justgood?

Well, we thought naming ourselves Justgreat was a bit showy offy and that’s just not us. We try to make good choices, and do just good where we can. It felt like a good fit for us.

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