Thought Leadership From Northbound

Northbound continues to grapple with a changing world. To see how our fellow Americans’ feelings evolve with the situation, we’ve been conducting an ongoing study. Are they optimistic or pessimistic?...

Looking to understand the emotions or personality traits embodied by your brand and your audience? Look no further than archetypes.

Struggling to make an emotional connection with your audience? Trying hard to differentiate your brand in a cluttered landscape? In a world of constant communication and too many choices, how can a...

Seattle’s flag is bad. Sorry, Seattle. I love my adopted city, but not the flag it adopted.

We all know when we hear a name that works. We feel it deep down in our gut. “Bronco”? Now that’s a manly vehicle! “Kia Sephia?” Not so much.