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...

Experience More

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...

Experience More

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...

Experience More

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...

Experience More

Ring Lesson #3: Be Fearless

Today I met the brand icon, Martha Stewart. When I was in my 20s, I was intrigued by her. In my 30s, I learned from her. In my 40s, I envied her. Now, at the wonderful age of 50, I admire her. Why? Because she is fearless.

We’ve watched Martha build an empire, potentially fall from grace and emerge (wearing a stylish and sassy poncho) more bad-ass than ever. I use the term bad-ass with the utmost respect. I think Martha would approve because her drive comes from a deep desire to provide her followers with the very same recipes, home ideas, products and “Good Things” that...

Experience More

Ring Lesson #2: Fight with Anxiety-Inducing Creativity

The theme for FUSE this year is Change by Design. Change seems to be a recurring theme within a lot of general conversations. Why? Because change is inevitable, necessary and we as human beings like/need to talk about things that scare us. Change is scary. And as Clark Scheffy from IDEO stated, change is also hard. Today’s speakers collectively addressed the topic of Change by Design from very different experiences. It was a day filled with inspiring lessons learned from Facebook, Dolby, Coke, Apple, Citi, Kiehl’s, Kellogg’s and new to FUSE (I think), DreamWorks Animation and Cirque du Soleil. My main takeaway from today is what I am calling Ring Lesson #2 –...

Experience More

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...

Experience More

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...

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

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