August, 2021 Northbound Team

Concepts Needed For A Strong Brand Strategy

There are many different frameworks to use when creating a brand strategy. There are boxes, pyramids, brand houses, and brand platform models. We use a proprietary methodology, the Brand Compass,...
July, 2021 Northbound Team

Cray’s Roadmap to Reaching New Audiences

In business, reputation is everything but sometimes a steady and historical reputation can hinder the evolution and growth of a brand. We’re breaking down how Cray Inc., a global leader in...

If All You’re Seeking is ROI from Your Brand Strategy, You’re Not Asking Enough

Why ROI might be the wrong metric for your brand strategy and what financial metrics you should use 
June, 2021 Northbound Team

Northbound Team Q&A: Get To Know Denise, Senior Strategist

During this Northbound team Q&A, we interviewed Senior Strategist, Denise Aguilar to get to know the practitioners behind the work and what makes working at Northbound unique. 
June, 2021 Northbound Team

What is Brand Integrity and Why Do You Need It?

Did you know that 20% of new businesses fail during the first two years of being open, 45% during the first five years, and 65% during the first 10 years? Transformative technologies are driving...