January, 2023 Samantha Temple Neukom

How to design naming research for the real world

Naming research can be a hot topic for clients who want to know that their name is going to say or do all the things they want and need it to do. However, “testing” or “validating” names is tricky...
January, 2023 Adam Shigem

Testing can kill your best ideas – here’s how to empower them instead

“If I asked people what they wanted they would have said faster horses.” – Henry Ford
December, 2022 Eric Jackson

What to expect when you’re expecting a new brand name

You probably gave your child's name some thought. Probably quite a bit actually. Is it the right name? Does it sound good? Is it the right amount of trendy? (Liam and Olivia, you're topping the trend...
November, 2022 Oskar Stucis

Is brand strategy what you think it is?

“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...
November, 2022 Eric Jackson

What does your name say about you?

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...