Recent Posts
December,
2021
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?
September,
2020
Values, action, and purpose: a new era of brands in America
We are entering a new era of brands. In Phase One of our research across April, May, and June 2020, we discovered Americans are dealing with economic concerns over COVID-19 and its effects by...
July,
2020
Pandemic perceptions from April to June – how consumer perspectives have shifted during COVID-19, and what brands should do about it
At the outset of COVID-19, we began reaching out to our fellow Americans through an ongoing study to learn how they were feeling, how they’ve been impacted, and what changes they’ve made due to the...
May,
2020
Pandemic perceptions wave 2 – shifting consumer perspectives during COVID-19
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?...
November,
2019
Archetypes - Part 2
Looking to understand the emotions or personality traits embodied by your brand and your audience? Look no further than archetypes.