Mother’s Day: Uncensored

Why don't brands show us real moms?

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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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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 Birth of Otso Cycles

The romance we have with the two wheeled vehicles is long and packed with history, going back to our work with Schwinn, Yakima and a variety of other brands. Many of the Capsule staff pause to watch a bike pass by our big windows and would readily admit to touching a stranger's bike without permission. It isn't something we're embarrassed about, we just love what the bike embodies: freedom, human energy, adventure, exercise and living life in balance.

So, when we got a visit from the entrepreneurs at Wolf Tooth Components to launch a new brand of bikes, the...

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Building Your Personal Brand

We are in the brand business. We help brands identify new opportunities, increase the value of their brand and build stronger relationships with their clients and customers. We use design methods as a platform for doing this in the most compelling manner for our clients.

So, on occasion we are asked about personal branding and how these methods and principles apply to an individual. Here are some thoughts on how our methods might help build a stronger personal brand.

1. Start with an audit and some one-on-one interviews: The audit is as simple as a Google search on your name and looking at the areas where you appear. What words are used to describe you, when...

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#ORshow >> Hike Far. Breathe Deep. Eat Well. Stick On. Stay Safe.

AlpineAire and Safe Reflections release new innovations at 2016 Summer OR Show

With the #RideToOR in the books and the bikes back on the rack, we are anxious to traverse the #ORshow looking for #DesignedMoments and engaging with outdoor brands from all over the world.

In preparation for the Outdoor Retailer show, we did more than navigate 400 miles of Rocky Mountain roads across Colorado and Utah. We also teamed up with our outdoor...

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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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