Thought Leadership From Northbound

The voice of the customer is important for any company that wants to remain relevant or resonate in a way that supports growth and staying power. Customer research can often uncover pathologies in...

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.