Mark Ritson on Brand Valuation: Brilliant or Bullshit?

As soon as we saw Mark Ritson (Professor at Melbourne Business School, and columnist for Marketing Week) take on the topic of brand valuation and claim its bullshit-ness, we knew we wanted to get him in front of our book, The Physics of Brand.

The topic of brand value is center stage in our book, intersecting the priorities of the CMO and CFO and bringing them into the same conversation.

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What if we rethunk the water bottle?

We’ve said it before, and we’ll say it again. We love working for people with purpose. So when our friends with Rethink Water came to us with a desire to fix the plastic water bottle problem, we said “yes, let’s.”

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  • 4.2.16

Shakespearean workouts and 12-part harmony

I’ve written in the past about finding various resources for filling my creative reservoir. Oh, I know, I am surrounded by creativity at Capsule on a daily basis. But I still need inspiring experiences to replenish my soul when life takes its toll. (Okay, that may be a little dramatic, but the gray hairs seem a bit more visible these days.)

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  • 4.2.16

Leverage Your Filter

The reality of the world you see is not the whole reality; it is only part of it. It is your interpretation of reality, based on how your filter has screened data by looking for those elements that support your existing point of view.

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February Think & Link: Erik Gabrielson, Partner at Activ8

Capsule's Think & Link for a Living is an invitation-only gathering of like-minded people, coming together each month to discuss hot topics and important issues. It's an invaluable sharing of insight and inspiration.

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Brand Biases and the Empathy Gap

The Empathy Gap presents those of us who work in the branding world with an interesting world to live in and understand. The Empathy Gap is a cognitive bias that occurs when one underestimates the influence of feelings or other internal emotional reactions.

We see this gap often between businesses or brand handlers and their end consumers; the gap of understanding can be large, and one that requires thoughtful navigation.

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The Physics of Brand Pre-Launch Party has begun

You may have heard we're writing a book - and no, we're not done talking about it. The pre-order party has launched and the Physics of Brand momentum has just begun.

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  • 20.1.16

Our new, no-bullsh*t client plans to save the planet, and we’re on board

EcoScraps, the up-and-coming sustainable gardening company (soon to wipe out Miracle Grow) has entered our office and consumed our lunchroom conversations.

EcoScraps began in 2010 with a simple mission: grow gardens, not landfills. The company recycles food scraps into sustainable lawn and garden products. Why you ask? Because tons of millions of food is wasted every year and it sits in landfills and produces methane gas. Gross. So instead of clogging landfills and gassing the air we breathe, Ecoscraps would rather us do something about it - or rather, grow something from it.

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2016: The year we bring the heat

We're taking the treks and trails from the 2015 lanscape, and using them the fuel the fire to our 2016 vision.  

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  • 8.1.16

January Think & Link: Nicholas Cruze, Creative Director for The Culture

Capsule's Think & Link for a Living is an invitation-only gathering of like-minded people, coming together each month to discuss hot topics and important issues. It's an invaluable sharing of insight and inspiration.

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