Naming an Apple
How does an apple come to be? Well, it's all in the name of course! The University of Minnesota, the birthplace of beloved apple varieties Honeycrisp, Zestar!, SweeTango, Frostbite and more, approached Capsule with the need for a name for the future new kid on the produce block. After several rounds of brainstorming, the name "Rave" was born.
"Rave is a powerful brand name for apples, and one that we know will leave a lasting impression on consumers, especially after they bite into one.” -David Bedford, research scientist for the UMN apple breeding program.
When the opportunity to name the next apple passed through the doors at Capsule, everyone wanted in on...
2017 BOLD Awards
We're beginning 2017 the only way we know how: by being bold.
This year, Capsule is up for a BOLD Award from the Minnesota chapter of the Association for Corporate Growth (ACG). The awards recognize Twin Cities companies and individuals who are pursuing innovative and bold intiatives. We strive to execute audacious branding centered around design thinking, and we have had the opportunity to work with some amazing people and companies in the last year.
Thank you to Brilliant Reflective, Otso Cycles, Experience More
Think & Link for a Living: Holiday Happy Hour
In honor of the holiday season, our December Think & Link will be celebrated accordingly: with drinks and Christmas music a-plenty. Join us on December 20th at 4:30 PM for a special happy hour Think & Link.
This is an invitation only event, email Maddi for more info on how to secure a ticket.
About Think & Link
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.
Red Ball Jets: The Promise and Perils of Positioning
When I was a child I saw TV commercials for sneakers called Red Ball Jets. They showed kids leaping over wagons, hurtling tall bushes and outrunning big dogs. I still remember the tagline: “Red Ball Jets. They make you run faster and jump higher.” The shoes possessed supernatural powers. I had to have a pair!
After some polite cajoling, I gained these coveted shoes, tightened the laces, and attempted to vault a sturdy shrub. The plant won that contest. This was my introduction to the hazards of the marketplace. Caveat emptor!
Despite being duped at this early age, I entered the marketing profession. Through this career choice I find myself answering to others...
Capsule Seeks Account Manager
Capsule is seeking a creative, passionate and innovative account manager to join our fun-loving, hard-working and friendly environment. As a key member of our team, you will handle client relationships and project mangement on a variety of projects including corporate and product brand identities, retail communications, advertising, social media mangement, website design and packaging systems.
Click here for a full description of the position. Please send resume to Petra Tate at firstname.lastname@example.org.
The Curve of a YETI Cooler
The brothers who invented YETI coolers came from a fishing guide and entrepreneurial family. With a father as a fishing guide, they spent plenty of time out on water and in the heat. If “necessity is the mother of invention,” then these are the brothers of invention. We had a chance to sit down and discuss YETI coolers with their head of marketing, Corey Maynard, and talk about how the brothers of invention and three gaps made for a new curve on coolers.
If you haven’t heard of YETI, here are their sales growth numbers just to put the brand in perspective. The YETI brand growth curve is in a word, exponential.<...
Think & Link for a Living: Fall Happy Hour with David Bedford
Just in time for fall and our beloved apple season, David Bedford, apple breeder at the University of Minnesota, will take the Think & Link stage.
David Bedford has been an apple breeder and research scientist at the University of Minnesota for 38 years. He has been involved in the development and introduction of multiple fruit varieties including strawberries, raspberries, blueberries, pears, plums and apples. As an apple breeder, David has had his hands in the creation and introduction of five apple varieties from the University of Minnesota: Honeycrisp, Zestar!, SnowSweet, SweeTango and Frostbite. His job sometimes requires him to taste up to 500 apples per day in order to evaluate the 15,000 to 20,000 apple trees generated by...
The Importance of Being Fresh
Five years ago Capsule was invited to participate in a General Mills project to study the concept of “fresh.” The group inside was a super-secret innovation team that resembled a SEAL squad. They had the ability to drop into any situation, study it deeply, produce profound insights and then facilitate ideation sessions with brand teams.
If you’re an innovation, research or consumer behavior geek, this would have had you salivating to a degree requiring a napkin. I carried one around the entire time. We won’t get into any more detail on the findings, methods or outcomes for General Mills because I’m not willing to give up my first born.<...
Physics of Brand: the Book Tour
Coming to a city near you: the Physics of Brand. This year, we will be visiting a select number of cities where we will be talking about the value of a brand, the importance of a designed moment and how the book came together with three authors.
Cities announced at this point:
-- Seattle, WA: Nov 14-16
-- Washington, DC: Nov 28-30
-- New York, NY: Dec 12-16
Additional cities being considered for 2017:
-- Boston, MA
-- Portland, OR
“I’m just a sales guy.”
I’d like to start by recognizing that I am, in fact, a sales person. I have been a sales person for the past 20 years. I am proud of what I do as a sales person. While my current title is Director of Client Experience, I am responsible for making sure we have new business flowing through the OZ doors at Capsule. I love my job. In fact, there is very little separation between Kitty Hart (mom, wife, friend, daughter, sister) and Kitty Hart (HartofCapsule) on Twitter, Experience More