Creating a Team Culture That Says “No” to Drama

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...

Death to the Consumer

It’s time to retire “consumer,” and the notion of an “audience”.
December, 2021 Adam Shigem

6 Steps to Define a New Brand Category

What do you do when your brand and its offerings do not line up with any existing category? 
December, 2021 Jason Hall

Naming In a Strategy First Agency

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...
November, 2021 Natalie Balthrop

A Swift, Purposeful Brand

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;...