You are using an outdated browser that our website doesn't support. Please visit UpdateMyBrowser.org.

Our thought leadership


Sara Millstein
Strategist

Strategic portfolio naming: clarity and consistency

 
Naming across a portfolio carries many more considerations than naming a standalone brand or offering because there is existing revenue at stake. There are inherent relationships between…
Read more


Cameron Krueger
Strategist

Experiencing Brand Positioning In-Person

 
Having worked in experiential marketing for Coca-Cola, as well as for Kia Motors America, I have firsthand exposure to some of the most intimate ways consumers interact with brands. Now being at Northbound as a brand strategist, I have a new perspective on my past experiential marketing work; specif…
Read more


Win Platt
Senior Strategist

The rise of the Chief Brand Officer

 
Perhaps the highest profile Chief Brand Officer right now is Uber’s Bozoma Saint John. Uber, after a slew of bad decisions, is looking to Bozoma as its first Chief Brand Officer to reh…
Read more


Win Platt
Senior Strategist

Are 'non-technology' companies immune to Artificial Intelligence?

 
Artificial Intelligence (AI), Machine Learning, and Deep Learning are common vernacular used in today’s technology sector. According to McKinsey's research, major technology companies have individually invested between “$20 billion to $30 billion dollars on AI in 2016, with 90% of this being sp…
Read more


Win Platt
Senior Strategist

Is ownership dead: should retailers lean into the shared-economy?

 
Could the concept of ownership come to an end? Will we live in a world where we don’t own homes, cars, or even our clothes? While to some this is farfetched, trends are pointing to a potential new reality. One reason the shared-economy is a viable future is that it scales fast, for example, “in …
Read more