Thought Leadership From Northbound

“We need a stronger brand” or “Brand needs to drive our growth” are probably the most common phrases that we hear from clients that come to Northbound for brand strategy work. These clients may be...

Have you ever looked up what your own name means? If not, give it a look. It's an interesting exercise to see the literal meaning behind your name and reflect on what it says about you. Maybe it says...

I have been quoted as saying “Naming is 90% strategy.” This is referring to the fact that getting the Naming Strategy right is critical to the success of Naming creative.

Usually when I tell someone I work in brand strategy, I get a handful of reactions. "Oh, you design logos? Like the Nike swoosh?" "Have you worked on any ads I would have seen?" "Branding…is that...

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