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...

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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...

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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...

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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...

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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...

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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...

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Spin, Puffery and Other Lies We Believe

We make the truth interesting.

Spin is the public relations equivalent to puffery in advertising. You know it when your PR firm passes along the sage advice of “tell the truth but manage the message.” Know the origin of the advisor before listening to the advice. Some in our field of marketing use the word “storytelling” loosely to describe their efforts to help brands. The idea here is simple, people struggle to remember facts and figures, but they remember stories. That’s true, but it isn’t the entire story.

People remember how you made them feel: through the use of stories, artifacts and the people surrounding your brand....

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Two Wheels To #ORshow: Riding to the Outdoor Retailer show

Two Wheels To #ORshow is a three-part blog series from co-founder and managing principal Aaron Keller to talk about what happens when #weareOUTDOOR. Follow along with us as we have conversations surrounding outdoor, branding and designed moments. Riding to the Outdoor Retailer Show is the final blog in the series, so make sure to take a peek at the first and second.

There are still places where bicycles are a more primary form of transportation. The United States of America is doing better, but we're still an automobile focused culture. If you're not aware of this fact,...

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Two Wheels To #ORshow: 400 Miles of Conversations

Two Wheels To #ORshow is a three-part blog series from co-founder and managing principal Aaron Keller to talk about what happens when #weareOUTDOOR. Follow along with us as we have conversations surrounding outdoor, branding and designed moments. 400 Miles of Conversations is the second blog in the series, check out the first here.

Just seven years ago this summer my neighbors were selling an 80s Trek triathlon bike for $50 to raise funds for a cause. My last time on a bike was approximately ten years ago and I was looking for a sport to help me stay healthy. I've learned many things from that $50 moment to today.

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Two Wheels To #ORshow: Smartwool #RideToOR

Two Wheels To #ORshow is a three-part blog series from co-founder and managing principal Aaron Keller to talk about what happens when #weareOUTDOOR. Follow along with us as we have conversations surrounding outdoor, branding and designed moments.

The SmartWool ride to Outdoor Retailer is a perfect example of brands living the mission, getting outdoors and doing something for the environment. So, what is keeping other brands from doing this?

 

Day 3 of the @Smartwool #ridetoor, 75 miles of Experience More