Ring Lesson #1: Identifying and Designing Your Moment in Space and Time

Wait a minute. Give me a minute. A New York minute. Minute by minute. Yep, we focus a lot on minutes, or lack thereof. Time is precious and one of our most valuable assets. Therefore, many barriers exist in earning a slice of people’s time. With this daily battle in mind, how often do you think about your brand’s secret weapon – the designed moment - that moment when you have an opportunity to make an impression, to make a friend for life?

We all know the importance of focusing on what makes us different. The goal though is to identify and capitalize on what makes us distinct; the components of our brand...

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Red Ball Jets: The Promise and Perils of Positioning

When I was a child I saw TV commercials for sneakers called Red Ball Jets. They showed kids leaping over wagons, hurtling tall bushes and outrunning big dogs. I still remember the tagline: “Red Ball Jets. They make you run faster and jump higher.” The shoes possessed supernatural powers. I had to have a pair!

After some polite cajoling, I gained these coveted shoes, tightened the laces, and attempted to vault a sturdy shrub. The plant won that contest. This was my introduction to the hazards of the marketplace. Caveat emptor!

Despite being duped at this early age, I entered the marketing profession. Through this career choice I find myself answering to others...

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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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Capsule Seeks Marketing & Research Intern for Fall 2016

Capsule is seeking a marketing & research intern to work up to five days a week at our North Loop Minneapolis office. We're a fun, vibrant and hardworking bunch and we expect the same of our interns. This person must be high energy, driven and willing to work in a collaborative team environment. This person must also be willing to take on a multitude of tasks required in a small company as well as seek out tasks if they find a lull in their duties. This is a three-month, paid, 40-hours a week position.

Click here for a full description of the position....

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#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...

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Two Wheels To #ORshow: Riding to the Outdoor Retailer show

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. Riding to the Outdoor Retailer Show is the final blog in the series, so make sure to take a peek at the first and second.

There are still places where bicycles are a more primary form of transportation. The United States of America is doing better, but we're still an automobile focused culture. If you're not aware of this fact,...

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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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Two Wheels To #ORshow: Smartwool #RideToOR

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.

The SmartWool ride to Outdoor Retailer is a perfect example of brands living the mission, getting outdoors and doing something for the environment. So, what is keeping other brands from doing this?

 

Day 3 of the @Smartwool #ridetoor, 75 miles of Experience More

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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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...

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