Thought Leadership From Northbound

In the very early days of Northbound, we learned the lesson that relationships matter. People stepped out to offer support, advice, and their belief in us, and that made all the difference in our...

It’s time to retire “consumer,” and the notion of an “audience”.

What do you do when your brand and its offerings do not line up with any existing category? 

Many agencies will tell you they are “strategy-first” or that “brand strategy is the foundation for naming, design, etc.,” but what exactly does that mean? What I hear most often is that “the...

I've never identified as a Taylor Swift fan. I've never had much of an opinion on her. She fell into the backdrop of my life like most pop culture things. Her music has been hard for me to avoid;...