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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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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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

The Curve of a YETI Cooler

The brothers who invented YETI coolers came from a fishing guide and entrepreneurial family. With a father as a fishing guide, they spent plenty of time out on water and in the heat. If “necessity is the mother of invention,” then these are the brothers of invention. We had a chance to sit down and discuss YETI coolers with their head of marketing, Corey Maynard, and talk about how the brothers of invention and three gaps made for a new curve on coolers.

If you haven’t heard of YETI, here are their sales growth numbers just to put the brand in perspective. The YETI brand growth curve is in a word, exponential.<...

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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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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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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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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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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. 

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