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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Save the Curds!

Long live the deep fried cheese curd.

We have had the wonderful opportunity to travel around the world for clients. It is hard to miss the volume of history many countries have compared to the United States. So, the history we have, we need to respect and preserve.

You might think my emphasis here is preserving an old historic site, building or art form under attack from modernization. Or a rant against modernizing in general from a north loop resident looking around at all the modern buildings. This is not my focus. My focus is the almighty deep fried cheese curd.

Yes, the deep fried cheese curd. The food Wikipedia refers to as ...

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The Delta of Recovery

The pilots, engineers and perhaps pricing team at Delta and United know what Delta in physics means; measuring the change in something. We all know the importance of recovery when things go bad in customer service, experience management or service design. Recovery is queen.

Three members of the Capsule team (Kitty Hart, Maddi Wagner and myself) along with my co-author (Renee Marino) and a trademark attorney friend (Tiffany Blofield) were stranded in Miami when bad weather caused significant operational system...

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Unlocking Creativity: FUSE Day 1

"Everything is people-centered."

The first day of Fuse is nearly wrapped up, and it's clear that everyone's focus is on one thing: creating memorable experiences for people. Not consumers - people.

Taking that to heart, below you will find easy and digestible summaries from a few of the presentations so far. Think theSkimm but with more uses of the word "innovation".

Christian Martinez: Communication In A Mobile-First World

Overarching point: Our desire to connect is what makes us human, and though the methods we use to communicate change dramatically, the desire for trust and community will always remain constant.

Key takeaways + stats: -One minute of video is...

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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...

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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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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...

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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.<...

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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...

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“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