The Twenty Seven Percent: Measuring Human Emotion
We live in a time when cars are driving themselves, drones are dusting crops and food is being printed. Yup, the future has arrived and it is an shaking the ground below the feet of many leaders in “experienced” industries. We are modernizing everything and it isn’t an aesthetic thing, it is a real change to how brands interact with people in space and time.
The marketing, brand and design communities are equally susceptible to the shakedown. Let’s look at a recent invention (1980s) in marketing: frequent flier programs. Invented by American Airlines through the creation of a new currency, points. We, as passengers, earned them for our loyalty as they...
Brands That I Would Miss: Dove
I distinctly remember the first time I saw the first commercial for the “Real Beauty” sketches campaign from Dove. I was sitting in a coffee shop, perusing Facebook (I mean diligently studying) when I came across a link on my timeline with the caption “This is SO BEAUTIFUL. Kudos to Dove.”
The commercial featured a person sitting in a chair, describing themselves to a sketch artist. They tended to use language that was not flattering, and it was clear they didn’t like describing themselves. After answering a few questions about their appearance, they were then asked to describe the person they sat next to in the waiting room. They used language...
The Twenty-Seven Percent: Living Up to It
The idea that people can live without seventy-three percent of the brands in their lives makes you wonder if those brands don’t really care? What in their business model, practices or culture makes for a situation where people don’t care if they exist? We could blame the people in the study, perhaps they polled a generally uncaring gaggle of individuals?
Well, the best explanation is modeled in your best relationships. Is there mutual interest in the relationship? This sounds rational and worthy of measurement. But, if we push this into the realm of emotion, the question of love comes up. Is there a mutual bond, emotional or social, between the person and the...
Ring Lesson #1: Identifying and Designing Your Moment in Space and Time
Wait a minute. Give me a minute. A New York minute. Minute by minute. Yep, we focus a lot on minutes, or lack thereof. Time is precious and one of our most valuable assets. Therefore, many barriers exist in earning a slice of people’s time. With this daily battle in mind, how often do you think about your brand’s secret weapon – the designed moment - that moment when you have an opportunity to make an impression, to make a friend for life?
We all know the importance of focusing on what makes us different. The goal though is to identify and capitalize on what makes us distinct; the components of our brand...
Capsule Seeks Marketing Intern
Capsule is seeking a marketing intern to work five days a week at our office in the North Loop. We're a fun, vibrant and hardworking bunch and we expect the same of our interns. This person must be high energy, driven and willing to work in a collaborative team environment. This person must also be willing to take on a multitude of tasks required in a small company, as well as seek out tasks if they find a lull in their duties. This is a three-month, paid, 40-hours a week position.
Click here for a full description of the position.
Capsule Seeks Design Intern
Capsule is in the market for a graphic design intern to impress, inspire and generally rock it five days a week at our office in the North Loop neighborhood of Minneapolis. Let it be known that this position is not for the faint of heart. Inside Capsule, you will encounter a strong-willed, strong-humored gang of design enthusiasts, (sometimes) heart-stopping deadlines and (always) sky-high expectations. Be prepared to work hard, learn tons, and have a lot fun along the way. This is a three-month, paid, 40-hours a week position.
We don’t need you to write a haiku, create a video, capture all-that-is-you in one photo or do wacky things with paper. All we need from you...
Think & Link for a Living: Dan Dittmer
Dan Dittmer, co-owner of Wolf Tooth Components and Otso Cycles, will take the Think & Link stage in March.
About Dan Dittmer
Dan is the co-owner of Wolf Tooth Components, a local supplier of specialty cycling products. Born out of a desire for faster, lighter, and more reliable bikes, Wolf Tooth brought together a team of engineers and manufacturers to increase the quality of biking in one of the top cycling cities in the U.S. It didn't take long after Wolf Tooth launched that the founders started asking themselves, "what if we made our own bikes?" A few beers and a patent-pending...
Inside the Capsule: Employee Spotlight on Lucy
Get to know our research and strategy associate, Lucy Robb.
What brought you to Capsule?
I came to Capsule looking to add more creativity to my world after working as an attorney for four years.
What do you like to do outside of work?
I’m always happy if I’m doing something active, hanging outside, or spending time with my favorite people – running, biking, sitting on a patio with a glass of wine .
Go-to karaoke song?
Journey – Don’t Stop Believin’. Duh.
What’s your favorite part of your job?
Does the constant supply of Cheez-its and LaCroix count?
Brands That I Would Miss: Billboard Memory Test
Brands That I Would Miss is a blog series that focuses on brands that emotionally connect with their audience and would be missed if they were to disappear. The blog series will conclude at the end of the FUSE conference in Miami, where our co-founder and managing principal, Aaron Keller, will be speaking on what a world would be like without brands. Follow along with Aaron, Kitty, and Maddi as they explore the trouble statistic "Consumers would not care if 73% of all brands disappeared" on the FUSE in Focus blog.
I’m going to be honest, I don’t remember...
The Twenty Seven Percent: Humanizing Brands
The idea of a brand, which represents a corporation, individual or collection of people, is a human invention. We’ve invented these vessels of trust to be extensions of ourselves, working for us when we’re not able to be present. The employees of P&G or 3M could never be present in every retail, industrial, commercial or household situation where their products intersect with people. Brands are, in one sense, leveraged assets of our humanity.
Some brands have forgotten, or perhaps never understood, their importance in our culture. This is starting to change.
There are many ways to interpret the twenty-seven percent, one is to consider what the number was...