Thought Leadership From Northbound

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...

I have been quoted as saying “Naming is 90% strategy.” This is referring to the fact that getting the Naming Strategy right is critical to the success of Naming creative.

It’s likely a head nod for me to say that purpose is a market requirement for brands in 2022.

Brand integrity isn’t just about doing good. It’s about doing good in a way that multiplies your company’s value.

Simply put, brand integrity is purpose plus follow-through. You need purpose because the modern work world demands it, and you need follow-through because the world is wise to those who are all talk: