AARP, you’ve got a brand problem.

This post originally appeared on the Front End of Innovation blog.

Remember when you couldn’t wait to grow up? When you were 6 and someone asked your age the response was, “I’ll be 7!” The next birthday couldn’t come soon enough.

Then of course, there were exciting age-related milestones like Sweet16 and the legal voting age of 18. Even better, turning 19, or 21 depending on your state of residence, and having your first drink (legally). Now we’re talking! Hello, adulthood. The future is bright.

What’s next? Purchasing a first car…marriage…buying a house?...

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

Naming an Apple

How does an apple come to be? Well, it's all in the name of course! The University of Minnesota, the birthplace of beloved apple varieties Honeycrisp, Zestar!, SweeTango, Frostbite and more, approached Capsule with the need for a name for the future new kid on the produce block. After several rounds of brainstorming, the name "Rave" was born.

"Rave is a powerful brand name for apples, and one that we know will leave a lasting impression on consumers, especially after they bite into one.” -David Bedford, research scientist for the UMN apple breeding program.

When the opportunity to name the next apple passed through the doors at Capsule, everyone wanted in on...

Experience More

Think & Link for a Living: Fall Happy Hour with David Bedford

Just in time for fall and our beloved apple season, David Bedford, apple breeder at the University of Minnesota, will take the Think & Link stage.

About David David Bedford has been an apple breeder and research scientist at the University of Minnesota for 38 years. He has been involved in the development and introduction of multiple fruit varieties including strawberries, raspberries, blueberries, pears, plums and apples. As an apple breeder, David has had his hands in the creation and introduction of five apple varieties from the University of Minnesota: Honeycrisp, Zestar!, SnowSweet, SweeTango and Frostbite. His job sometimes requires him to taste up to 500 apples per day in order to evaluate the 15,000 to 20,000 apple trees generated by...

Experience More

The Importance of Being Fresh

Five years ago Capsule was invited to participate in a General Mills project to study the concept of “fresh.” The group inside was a super-secret innovation team that resembled a SEAL squad. They had the ability to drop into any situation, study it deeply, produce profound insights and then facilitate ideation sessions with brand teams.

If you’re an innovation, research or consumer behavior geek, this would have had you salivating to a degree requiring a napkin. I carried one around the entire time. We won’t get into any more detail on the findings, methods or outcomes for General Mills because I’m not willing to give up my first born.<...

Experience More

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...

Experience More

Behind the Name: Towerside is Reaching New Heights of Innovation in Minneapolis-Saint Paul

What is Towerside? As Minneapolis-Saint Paul’s first innovation district, Towerside represents a new way of thinking about a significant area of underdeveloped land in the heart of the Twin Cities. The district is served by three Green Line LRT Stations, at the geographic center of the Minneapolis-Saint Paul interstate highway system and adjacent to the University of Minnesota’s athletic and bio-discovery facilities. It is a community that brings together brewing and biotech, robotics and rain gardens, and textiles and transit.

Towerside, previously known as the University Avenue Innovation District, partnered with Capsule to secure a name that would reflect the vibrancy of the area where Minneapolis and Saint Paul connect. This 370 acre neighborhood...

Experience More

A Great Name Tells You More Than Just What the Company Does

When stepping into the creative zone, keep in mind that a great name does more than communicate what the thing is or even convey its personality.

Experience More

Your Brand and Your Business Name

Names are simple little things. They are jumbles of letters, actual words, phrases or ancient words. Whatever the origin, a name is only considered your brand name when it’s protected in commerce.

Experience More

Throwback Thursday: Simple Seed

Rice: filling, satisfying, a staple food. Simple Seed: organic, interesting, delicious.

Gulf Pacific Rice was already committed to sustainable practices in product production for two decades when they added to their melody of milled, imported and flavored rice.

Treading lightly into a new territory with a product, Gulf Pacific hired Capsule to develop an authentic brand strategy. Their goal? To engage customers at the shelf and keep them hungry enough to come back for more.

Working through Capsule’s proprietary Foundations™ process, the Gulf Pacific Rice team provided Capsule with the necessary insight to uncover new characteristics and...

Experience More