Thought Leadership From Northbound

Modern Brand Principle #6: Speak directly, emotionally, and authentically   Storytelling is particular to humans. It’s how we’ve thrived and come to dominate other species. It’s how we understand...

New product naming is exciting and is often the culmination of the hard work from engineers, designers, marketers, and more to bring a product to market. Often times, our clients must juggle naming...

A wise woman once sang, “a change will do you good.” But as we know from bad haircuts and questionable fashion choices, not all change is for the better. When you start to think your brand looks old...

We have a saying at Northbound, "an effective name is 90% strategy." It is true. Names are the first way your customers engage with your product, service, company, feature (the list can go on)....

We do a lot of naming. About a third of our business comes from it, and we have a real passion for both the creative and the process of landing a name within an organization. There’s no ONE thing...