Recent Posts
May,
2020
When remote working becomes just...working
In the beginning of the WFH shut-down, I approached work as if it were just like being in the office, only remote. I scheduled my day the same way. I booked meetings for the same reasons. I connected...
May,
2020
Purpose-driven: how to be resilient in times of crisis
Can COVID-19 help to put more corporate focus on stakeholders, not just shareholders? A recent McKinsey article posed this question, and it’s one that pulled at my heartstrings and inspired a slight...
April,
2020
Pandemic perceptions – how consumers are feeling amidst a changing world
Like so many people, Northbound is grappling with a changed world. We wanted to know how our fellow Americans were feeling – are they optimistic or pessimistic? Do they feel united or scared? Have we...
December,
2018
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...
September,
2018
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...