December, 2018 Samantha Temple Neukom

Using storytelling to build a purposeful brand

Modern Brand Principle #6: Speak directly, emotionally, and authentically   Storytelling is particular to humans. It’s how we’ve thrived and come to dominate other species. It’s how we understand...
November, 2018 Cameron Krueger

4 need-to-knows of product naming

New product naming is exciting and is often the culmination of the hard work from engineers, designers, marketers, and more to bring a product to market. Often times, our clients must juggle naming...
November, 2018 Piper Donaghu

The 5 musts of a brand refresh

A wise woman once sang, “a change will do you good.” But as we know from bad haircuts and questionable fashion choices, not all change is for the better. When you start to think your brand looks old...
October, 2018 Northbound Team

5 name types everyone should know

We have a saying at Northbound, "an effective name is 90% strategy." It is true. Names are the first way your customers engage with your product, service, company, feature (the list can go on)....
September, 2018 Samantha Temple Neukom

The Subtleties of Etymology, Phonetics and Linguistics When Naming

We do a lot of naming. About a third of our business comes from it, and we have a real passion for both the creative and the process of landing a name within an organization. There’s no ONE thing...