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Our thought leadership


Win Platt
Senior Strategist

The rise of AI, Universal Basic Income and the potential shift in consumer behavior

 
We know an important part of branding is focusing on your target audience, without a clear understanding of the target audience, we cannot successfully drive value for them. With the rise of AI and the potential for more jobs being automated, the notion of Universal Basic Income (UBI) is becoming a …
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Dan Neal
Senior Strategist

Naming in AI: the good, the bad, the ugly

 
If there is a wild west of branding, it is surely the realm of bots, machine learning and artificial intelligence. The companies that create these brilliant technologies have vastly different approaches to naming. Their names span from the generic (Bot) to the descriptive (Chatbot) to the suggestive…
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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…
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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…
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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…
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