Thought Leadership From Northbound

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.

Usually when I tell someone I work in brand strategy, I get a handful of reactions. "Oh, you design logos? Like the Nike swoosh?" "Have you worked on any ads I would have seen?" "Branding…is that...

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

In our work with a variety of companies across industries, we find that clients are most excited about the prospects of suggestive, fanciful, and arbitrary names. Particularly for product and brand...

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