Good Company Branch

What Good Company Branch does

The Good Company LLC is a Dubai-based, founder-led brand and experience consultancy operating across the Middle East. Founded by Doug Merry, a Glasgow-born consultant with fifteen-plus years of regional experience — most recently four years embedded client-side at DP World — the firm delivers three service lines: Brand Strategy and Development (positioning, narrative, messaging, identity direction, guidelines, rollout), Brand Experience and Experience Centre Strategy (strategy for pavilions, experience centres, and brand-led spaces), and Client-Side Advisory (senior oversight on complex brand or experience projects, sitting on the client's side of the table rather than as an agency or freelancer).

The firm's core deliverable is strategic advisory rather than production technology. Engagements are project-based or retainer professional services, scoped after an initial 30-minute exploratory call with the founder. Notable engagements include the 8,500m² DP World Flow Pavilion at Expo 2020 Dubai (co-developed with The OpenLab), the Riyadh Air cabin reveal (with Balich Wonder Studio, 2025), the Ithra Kingdom of Cultures event for Saudi Aramco (with Imagination, 2024), the Zuha by Zaya immersive sales experience (with Wild East, 2024), the DP World Waterfall Show (2025), an AI-driven installation for Al Ghurair Foundation (with Anatomy, 2025), and brand identity work for Neoma Linens. The technology stack is conventional consultancy infrastructure: Google Analytics, Microsoft Bookings, and Framer hosting; the firm has no proprietary platform, app, or API surface.

The business model is professional services sold through senior-led, direct enterprise sales, supported by a content-led top-of-funnel ("Field Notes" blog, newsletter, LinkedIn, Instagram). There is no public pricing; engagements are custom-scoped. The firm operates as The Good Company LLC, an independent UAE entity with no external institutional investment, no parent company, and no subsidiaries. Its 1-10 headcount is intentionally lean, with hires made only when project work genuinely requires additional capacity.

Name

Good Company Branch

Legal name

The Good Company LLC

Website

https://thegoodcompany.me

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Good Company is a Dubai-based brand and experience consultancy founded by Doug Merry, providing brand strategy, experience-centre strategy, and senior client-side advisory to enterprise clients across the Middle East.

Ownership category

akta.pro rank

Product category

Brand Consulting Services

NAICS

Marketing Consulting Services (541613), Management Consulting Services (54161), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741), Services-Advertising (7310)

akta.pro primary industry

Sales & Catering / Group & Event Management (THALACAM)

akta.pro secondary industries

Corporate Hospitality, VIP Hosting & Client Entertainment (Internal-led) (THAHAIAI), VIP/White-Glove & Executive Support (BPAAABAL)

Keywords

• Brand strategy consulting
• Experience centre strategy
• Client-side advisory
• Brand development services
• Pavilion design consulting

Headquarters

HQ city

Dubayy

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Brand Strategy and Development: Consulting engagements for positioning, narrative, messaging, identity direction, guidelines, and rollout. These are project-based or retainer engagements with organisations needing brand development support.
2. Brand Experience and Experience Centre Strategy: Strategy engagements for pavilions, experience centres, and brand-led spaces. Advisory work for organisations running complex brand or experience projects.
3. Client-Side Advisory: Embedded senior advisory for organisations running complex brand or experience projects who need an experienced operator on their side of the table.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Good Company is a Dubai-based brand and experience consultancy that delivers brand strategy and development (positioning, narrative, messaging, identity direction, guidelines, and rollout), strategy for pavilions, experience centres, and brand-led spaces, and senior client-side advisory for organisations running complex brand and experience projects across the Middle East. Engagements are project-based or retainer, scoped after a 30-minute introductory call with founder Doug Merry.

Product overview

The Good Company is a brand and experience consultancy offering three core service areas: Brand Strategy and Development (positioning, narrative, messaging, identity, guidelines, and rollout), Brand Experience and Experience Centres (strategy for pavilions, experience centres, and brand-led spaces), and Client-Side Advisory (senior operator support for complex projects). The firm also delivers specific project work including immersive pavilions such as the DP World Flow Pavilion and Riyadh Air Cabin Reveal, brand identities like Neoma Linens, immersive sales experiences such as Zuha by Zaya, and AI-driven installations for clients including the Abdulla Al Ghurair Foundation.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy and Development Positioning, narrative, messaging, identity direction, guidelines, and rollout services for organisations that need a brand that can actually be built, not just presented in a workshop. For enterprise clients in the Middle East.
• Brand Experience and Experience Centres Strategy for pavilions, experience centres, and brand-led spaces, including visitor journeys, immersive storytelling, and procurement readiness, delivered before design agencies and AV integrators build them. For organisations in the Middle East running large-scale brand-led environments.
• Client-Side Advisory Senior operator support for organisations running complex brand or experience projects, acting on the client's side of the table rather than as an agency or freelancer. For enterprise clients in the Middle East.
• DP World Flow Pavilion An 8,500m² immersive pavilion for Expo 2020 Dubai featuring a 14-metre digital waterfall, four themed galleries, AR installations, and a live event series, telling DP World's global-trade story.
• DP World Waterfall Show A six-storey water-and-light spectacle serving as the hero centrepiece of the DP World Experience Centre, fusing screen content, audio, lighting, and a programmed fountain.
• Riyadh Air Cabin Reveal A full suite of reveal content for Saudi Arabia's new national airline, including eleven minutes of animation, nine portal film edits, projection mapping, and bespoke sequences, delivered in one week.
• Neoma Linens Brand Identity Brand positioning, identity, and packaging for a quiet-luxury UAE sleepwear label, featuring a restrained wordmark, soft minimal palette, and packaging system.
• Zuha by Zaya Immersive Sales Experience An immersive sales centre for a luxury island development, featuring a sales app, interactive tables, and projection mapping that made an unbuilt island tangible for buyers.
• Ithra: Kingdom of Cultures Creative direction and event concept for Saudi Aramco's cultural landmark, celebrating Saudi Arabia's diversity, landscapes, heritage, and dynamic spirit across 13 regions.
• AI for Arab Education An AI-driven video installation for Emirati Education Day, bringing AI literacy to young Arab talent through big-screen content showcasing AI's role in education.

Quantifiable outcome

• 2.7 million visitor insights collected through DP World pavilion's Reflection Points
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Balich Wonder StudiocoreStrategic or Co-development Partner · 1 January 2025Partnership with Balich Wonder Studio for the Riyadh Air cabin reveal. Delivered eleven minutes of animation, nine portal film edits, and projection mapping in one week at world-stage production standard.
• AnatomyminorStrategic or Co-development Partner · 1 January 2025Partnered with Anatomy to deliver the AI-driven video installation for the Abdulla Al Ghurair Foundation's Emirati Education Day. The installation showcased the role of AI in Arab education at scale.
• Wild EastcoreStrategic or Co-development Partner · 1 January 2024Collaborated with Wild East on the Zuha by Zaya immersive sales experience. Designed and delivered sales app, interactive tables, and projection mapping for the island development sales centre.
• ImaginationcoreStrategic or Co-development Partner · 1 January 2024Worked alongside Imagination to creatively lead the Ithra Kingdom of Cultures event for Saudi Aramco's cultural landmark. The Good Company provided creative leadership and visual direction for the celebration of Saudi Arabia's culture and landscape.
• The OpenLabcoreStrategic or Co-development Partner · 1 January 2021Collaborated with The OpenLab on the DP World Flow Pavilion at Expo 2020 Dubai. The OpenLab brought technical and design capabilities while The Good Company provided brand and experience strategy leadership for the 8,500m² immersive pavilion.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Landor: Global brand consulting and design firm with deep Middle East presence. Offers brand strategy, identity, and experience design across aviation, real estate, and government clients — directly comparable to The Good Company's brand strategy and experience-centre work.
• FutureBrand: Brand strategy and experience design consultancy with active Middle East practice. Competes directly in the experience-centre, pavilion, and corporate brand strategy space The Good Company serves.
• Siegel+Gale: Brand strategy and customer experience consultancy delivering positioning, identity, and experience design for global enterprises. Comparable service offering and enterprise client base to The Good Company.
• Interbrand: Global brand consultancy with offices in the Gulf providing brand strategy, naming, identity, and brand experience services. Comparable in service mix and enterprise client focus to The Good Company.
• Prophet: Brand and marketing consultancy combining strategy, customer experience, and digital transformation for enterprise clients. Overlaps with The Good Company on brand strategy and client-side advisory mandates.
• Jack Morton Worldwide: Global brand experience agency producing immersive brand environments, pavilions, and live events. Closest direct peer to The Good Company's pavilion and experience-centre strategy work, though at much larger scale.
• Imagination: Independent brand experience agency specialising in immersive brand environments, pavilions, and corporate experiences. Both a collaborator (co-delivered the Ithra Kingdom of Cultures with Saudi Aramco) and direct competitor for similar experience-centre mandates in the Gulf.
• Saffron Brand Consultants: Independent brand strategy consultancy with strong Middle East and India presence. Comparable in independence, senior-led model, and focus on enterprise brand strategy engagements in emerging markets.
• Lippincott: Boutique brand strategy and identity consultancy serving large enterprises on positioning, brand architecture, and experience. Comparable in boutique scale and senior-led engagement model to The Good Company.

Broad incumbents

• George P. Johnson Experience Marketing: Large experience marketing agency producing brand experiences, pavilions, and corporate events globally. Comparable experience-centre and event work to The Good Company, though at much larger scale and with broader production capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-good-company-me
• Instagraminstagram.com/thegoodcompany.me

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Company Branch