Best Buy: Turn it Around or Turn it Upside Down?

Please note: this post originally appeared on the Omnishopper blog.

If you’ve been in business in the last two decades, you’ve likely heard of turnaround situations or perhaps spent some time in the middle of one. Turnaround, often called a “company doctor” situation in the UK, has become an industry in itself. The metaphor of visiting a doctor works nicely as the company doctor can push, probe and prod us to find where it hurts and diagnose ailments.

Now, put yourself inside Best Buy just five years ago and consider what you’re facing. Retail is getting more competitive...

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Walk the Walk & Talk the Talk

Please note: this post originally appeared on the Omnishopper blog.

Day one, keynote speaker number one, and we’re starting with a talk that includes “Trump” in the title? A political discussion at 9:00am? Hard. In today’s ultra-divisive political environment? Oh no. This can’t possible go well, can it? What was the speaker, Peter Horst, thinking?

My immediate gut reaction was tempered fairly quickly (phew!) when Peter insisted that his talk would not be driven by political leanings, but would instead focus on this “new world” in which we live. A new world that isn’t...

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The Omnipotent Shopper: Power to the People

Please note: this post originally appeared on the Omnishopper blog.

Not long ago (70s and 80s) power rested in the hands of brands. Then, over time (80s and 90s), the power transferred to mass retail. And, in the age of the internet, we have seen a shift community having more power. The last stop on this power trip is the person, not as a shopper, consumer or guest, but as a human being.

Omnipotent: Def; Having unlimited power, able to do anything.

We live in a time when the people have the power to respond in force to a brand’s inconsistencies. Peter...

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Reese’s Pieces Impressions

As we approach the 35th anniversary of the release of "E.T. the Extra Terrestrial", I am reminded of one of most memorable brand moments of my life.   The year was 1982 and it was the month of June. Summer was unofficially underway. I was 11 years old and at my first movie without my parents. Freedom! I met a group of my friends at the movie theater across town to watch E.T. It was THE movie event of the summer. And more importantly, the movie was promoting a relatively new candy. We were all familiar with Reese's peanut butter cups - however, Reese's Pieces was virtually unknown (especially outside the U.S.)   My friends...

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The Sweet Smell of Retail Success

You don’t have to earn an MBA to know retail is suffering. In the age of Amazon Prime and big department stores closing (RIP downtown Minneapolis Macy's), it’s a new challenge to inspire shoppers to visit a brick and mortar store. But while many retailers are faced with empty stores and declining foot traffic, UK-based Lush cosmetics is still expanding their retail locations in the U.S.

How?

Simply put: you have to visit their store to get the Lush experience. 

The experience begins before you even walk in the door. Right before entering, the smell of vanilla, honey...

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Chasing the Dragon

First impressions are important. This is made painfully evident in high-pressure situations like a first date or job interview, and everyone does their best to design the best possible first impression. Do you fully consider this when managing a brand? The importance is profound, yet often has the easiest win in the arena of experience design.

“Chasing the dragon” is a drug reference. The idea is this: the first time you take any particular drug, the feeling is so dramatic it is seldom replicated on subsequent experiences. Part of the addiction is a desire to get back to that first moment or, using 1950s ad language, that first impression. This same idea applies to discovering...

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Mother’s Day: Uncensored

Why don't brands show us real moms?

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AARP, you’ve got a brand problem.

This post originally appeared on the Front End of Innovation blog.

Remember when you couldn’t wait to grow up? When you were 6 and someone asked your age the response was, “I’ll be 7!” The next birthday couldn’t come soon enough.

Then of course, there were exciting age-related milestones like Sweet16 and the legal voting age of 18. Even better, turning 19, or 21 depending on your state of residence, and having your first drink (legally). Now we’re talking! Hello, adulthood. The future is bright.

What’s next? Purchasing a first car…marriage…buying a house?...

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W.A.A.B.F.B?

Why are acronyms bad for brands?

The first rule of naming, don’t describe your product, company or service in your name. Why? Not only does your product, service, and company change, but it reduces your chances of trademark ownership and does not help memorability. Three strikes and your desire to describe is sitting on the bench instead of playing ball.

But what if you’ve been building some brand value in your descriptive name? And you’ve found a lack of receptivity from the USPTO.gov for ownership of your trademark? The answer in the past was go acronym or bust. This is why...

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Meet My Friend, Patagonia.

Patagonia takes a bite out of Utah state politics.

Patagonia represents what we talk about at Capsule almost daily. They are human beings building a human brand that is doing things for humanity. We have been inside their walls to work on projects together and each time we come out inspired and wanting another visit inside. They are genuine and passionate but not blind, smart but never arrogant and the nicest people we’ve met traveling the world for them.

When they drop their shoulder into something, like the fight to save public lands in Utah, we know someone is going to feel it. This time it’s the apathetic politicians who manage...

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