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...

Experience More

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...

Experience More

The Twenty Seven Percent: Memory Capsule

We sat down this year with our team to discuss what we'd write about for the FUSE conference. Typical to any ideation, it starts with a lot of jibber jabber and the chaff of what might be good ideas. Then, we all focused in on a sharp quote that pierced right through our Patagonia garments, slipped through butter like skin, glanced off a rib bone and was heading right for a beating heart.

"Most consumers wouldn't care if 73% of all brands disappeared."

Ouch.

Stages of grief start to activate.

1. [Denial] This can't be right, who did this study? Can we get our hands on the data? They must...

Experience More

It’s Ok To Fight Back

Remember when you were in school? No, not the sorority party memories. Go back further. I'm talking the days of learning how to get along on the playground. Sharing your lunch treat with the cute boy and being sure to have a Valentine for each and every kid in your classroom. We were taught to turn the other cheek if someone was picking on us. Or if a confrontation was imminent, we should "use our words" in defense. Taking a swing at the school bully was the last resort. As grown adults, I know most of us try to live by these well-taught guidelines. However, sometimes it's not so easy and desperate times call for desperate measures.<...

Experience More

Think & Link for a Living: Sarah Nichols

Sarah Nichols, founder of RSVTea, will take the Think & Link stage in February.

About Sarah Nichols Macalster '16 grad Sarah Nichols is the founder and president of RSVTea Inc, a beverage company brewing fizzy, energy teas. Sarah created RSVTea because she wanted a healthier option than energy drinks and something better than boring, flat iced tea. After incubating company concepts in the Mac Startups '16 Program, RSVTea was one of six businesses selected for the competitive gBETA Accelerator Program. This is Sarah's first startup venture, and she's on a mission to "revive the power of celebration" with fizzy vibes. RSVTea: everyone's invited.

Sarah will be speaking on the journey in starting her own...

Experience More

“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

#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...

Experience More

Inside the Capsule: Intern Spotlight on Kyle

Meet Kyle Peterson, our new Business Development and Marketing Research Intern. In this versatile position, Kyle partners with our research manager while also suggesting new ways to reach a broader clientele base through applying his education to drive new business in innovative ways. Kyle comes to us as a Full-Time MBA student from the University of St. Thomas, where he is also studying to earn two business certificates in Digital Marketing and Business Analytics. Apparently Kyle is not a fan of free time. Kyle also brings a background in commercial Interior Design where he designed sweet buildings for 4 years after receiving his undergraduate degree from Iowa State University. Business and Design. We think he’ll do just fine...

Experience More

Caribou v. Blue Caribou : Doing Things Right the First Time

The world of lean startup and agile product development are interweaving methods that work in digital, but may not make sense for the physical world. F

Experience More

A curated retail experience in Munich

Managing Principal Aaron Keller traveled to Munich, a city that is a convergence of retail, fashion, outdoor activities, theatre and arts. Read on to discover his curated retail experience. 

Experience More