Thought Leadership From Northbound

I have to confess – I love the debate around distinction versus differentiation.[1] Although seemingly synonymous at first glance, in the context of brand strategy their meanings can be delineated...

I’m talking about the wild world of kennings of Old Norse-Icelandic and Old English poetry.

A naming scenario we encounter all the time, especially in tech, is this:

Creating a brand can be thought of as either a luxury by the startup community, or even as an investment without a clear return. Whether you think of brand as simply the outward expression of your...

Marked by extreme economic uncertainty, deepening social divisions, and the lingering impact of the pandemic, Edelman Trust Barometer states that “economic optimism has collapsed” in 2023 and the...