Brands That I Would Miss: Billboard Memory Test

Brands That I Would Miss is a blog series that focuses on brands that emotionally connect with their audience and would  be missed if they were to disappear. The blog series will conclude at the end of the FUSE conference in Miami, where our co-founder and managing principal, Aaron Keller, will be speaking on what a world would be like without brands. Follow along with Aaron, Kitty, and Maddi as they explore the trouble statistic "Consumers would not care if 73% of all brands disappeared" on the FUSE in Focus blog.

I’m going to be honest, I don’t remember...

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2017 BOLD Awards

We're beginning 2017 the only way we know how: by being bold.

This year, Capsule is up for a BOLD Award from the Minnesota chapter of the Association for Corporate Growth (ACG). The awards recognize Twin Cities companies and individuals who are pursuing innovative and bold intiatives. We strive to execute audacious branding centered around design thinking, and we have had the opportunity to work with some amazing people and companies in the last year. 

Thank you to Brilliant Reflective, Otso Cycles, Experience More

Physics of Brand: the Book Tour

Coming to a city near you: the Physics of Brand. This year, we will be visiting a select number of cities where we will be talking about the value of a brand, the importance of a designed moment and how the book came together with three authors.

Cities announced at this point:

-- Seattle, WA: Nov 14-16

-- Washington, DC: Nov 28-30

-- New York, NY: Dec 12-16

 

Additional cities being considered for 2017:

-- Boston, MA

-- Portland, OR

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(Photo by: Kelly Stahn)

We Beasts Make Beauty - a Design Camp Recap

Just past Brainerd’s landmark Paul Bunyon and his trusty blue ox, Gull Lake shimmers in concert with the October sky. Home to some of the Minnesota’s most revered resorts, the lake is nestled amongst the changing colors of an autumn forest. Madden’s Resort, one such destination, is a vacationer's dream on this October day, the unmistakable smell of campfire floats like a familiar ghost. The air is crisp and cool, the shadows growing longer with each passing hour.

The geese sense the impending change and flock together in the sky, their tell-tale V formation stretching long across the horizon. They warn us of the winter to come, and remind us...

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Global Research on Moment Design

Our clients and friends at Patagonia recently commissioned our team to conduct a global study around the most valuable moments for their brand. If you’ve read up on our past work with Patagonia, you might have heard that when choosing a partner to work with, Patagonia always considers the question “are you willing to spend a week in a tent with these people?” We may be biased, but we have found this to be an excellent decision-making criteria. Yet, as we all know, the first opportunity to work together could be the last. Doing great work gets you invited back into the tent for another project.

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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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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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Social Media Makes Fancy Food More Consumable

Stepping into the Javits Center last week for Fancy Food was exciting. After a significant hiatus, Fancy Food landed back on my networking calendar and I was amazed to see how the show had grown. Here are the most recent attendance stats from Specialty Food Association.

47,000+ industry professionals 2,670 exhibitors 400 first-time exhibitors

These numbers confirmed what my feet were telling me on the last day of the show. I need to bring a few additional team members next year to help cover ground. Really, how can one person adequately navigate these show floors that equal the size of six football fields? It certainly can’t be done on...

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I need more than the tiny spoon, please.

Capsule team members cover a lot of ground. This year alone we’ve “set up shop” in dozens of U.S. and international cities. We go where the design conversations take us. So, where am I off to this week? Capsule is headed to New York for the Fancy Food show. (If you could see my face right now you would fully understand the joy this brings...

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Stop with the Apple to Apple comparisons, please

One day, just over fifteen years ago we were in a meeting with a Silicon Valley client and discussing the importance of design thinking. We were introducing the client to some friends at IDEO and talking about findings from research we did on their brand experience.

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