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;...
November, 2021 Aakanksha Sinha

Northbound Team Q&A: Get To Know Aakanksha, Strategist

During this Northbound team Q&A, we interviewed Strategist, Aakanksha Sinha, to get to know the practitioners behind the work and what makes working at Northbound unique. 
November, 2021 Samantha Temple Neukom

Understanding Brand Goodness and Why it Matters

When we hear the word “Brand” we might think of the name, visual identity, look and feel of a company we know. For our purposes, let’s define the term “Brand” as the purpose and perceptions you own...