Thought Leadership From Northbound

It’s likely a head nod for me to say that purpose is a market requirement for brands in 2022.

In our work with a variety of companies across industries, we find that clients are most excited about the prospects of suggestive, fanciful, and arbitrary names. Particularly for product and brand...

Brand integrity isn’t just about doing good. It’s about doing good in a way that multiplies your company’s value.

Simply put, brand integrity is purpose plus follow-through. You need purpose because the modern work world demands it, and you need follow-through because the world is wise to those who are all talk:

“Brand is not a product of marketing. Brand is a driver of business.” This is a perspective that not all companies have come to terms with. It’s a perspective that sets forward-thinking businesses...