Capsule 18: Must-Reads From Our Library

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. This week, we delve into our favorite reads from the shelves of the Capsule library.

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Buying Brand Love

Brands are extensions of us as human beings, so we fall in love with them in much the same way we do with people.

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Capsule 18: Physics of Brand Quotes

In celebration of turning 18 this year, the Capsule team takes a look at some of the things we have learned on our journey to adulthood. This week, our Capsule 18 features some of our favorite quotes from The Physics of Brand.

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The Omnipotent Shopper: Power to the People

Please note: this post originally appeared on the Omnishopper blog.

Not long ago (70s and 80s) power rested in the hands of brands. Then, over time (80s and 90s), the power transferred to mass retail. And, in the age of the internet, we have seen a shift community having more power. The last stop on this power trip is the person, not as a shopper, consumer or guest, but as a human being.

Omnipotent: Def; Having unlimited power, able to do anything.

We live in a time when the people have the power to respond in force to a brand’s inconsistencies. Peter...

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Thought Experiment: A World Without Innovation

Please note: this post originally appeared on the Front End of Innovation blog.

How would you describe a world without innovation?

We are heading into our annual trip to Boston for the Front End of Innovation conference. And, in honor of our book, The Physics of Brand we’ve identified an appropriate thought experiment.

What would the world be like without innovation? For those of us living, working and thriving in the “innovation” universe, it seems like heresy to even write this thought experiment. We are taught in business school, “innovation is the only sustainable competitive advantage.” We grow...

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The Delta of Recovery

The pilots, engineers and perhaps pricing team at Delta and United know what Delta in physics means; measuring the change in something. We all know the importance of recovery when things go bad in customer service, experience management or service design. Recovery is queen.

Three members of the Capsule team (Kitty Hart, Maddi Wagner and myself) along with my co-author (Renee Marino) and a trademark attorney friend (Tiffany Blofield) were stranded in Miami when bad weather caused significant operational system...

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It’s Ok To Fight Back

Remember when you were in school? No, not the sorority party memories. Go back further. I'm talking the days of learning how to get along on the playground. Sharing your lunch treat with the cute boy and being sure to have a Valentine for each and every kid in your classroom. We were taught to turn the other cheek if someone was picking on us. Or if a confrontation was imminent, we should "use our words" in defense. Taking a swing at the school bully was the last resort. As grown adults, I know most of us try to live by these well-taught guidelines. However, sometimes it's not so easy and desperate times call for desperate measures.<...

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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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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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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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