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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Capsule in the Sky Challenge

Our co-founder and managing principal Aaron Keller, along with Physics of Brand, were mentioned in Delta Sky magazine's September issue. To celebrate soaring to new heights in the realm of blending physics and branding, we are offering a challenge to frequent and not-so-frequent flyers alike. 

For those those that are willing to rise to the challenge of snagging 10 copies of the September issue of Delta Sky magazine and bringing them inside the Capsule, we will award a signed copy of Physics of Brand. 

If the thought of taking a Sky magazine in plane sight sends your stomach soaring, here are three helpful tips when navigating...

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Building Your Personal Brand

We are in the brand business. We help brands identify new opportunities, increase the value of their brand and build stronger relationships with their clients and customers. We use design methods as a platform for doing this in the most compelling manner for our clients.

So, on occasion we are asked about personal branding and how these methods and principles apply to an individual. Here are some thoughts on how our methods might help build a stronger personal brand.

1. Start with an audit and some one-on-one interviews: The audit is as simple as a Google search on your name and looking at the areas where you appear. What words are used to describe you, when...

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The Importance of Brand Authenticity

For the last 40 years, Patagonia has remained true to the mission Yvon Chouinard created when he began selling pitons out of his parent's backyard: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Despite the increasing number of brands creating athletic-chic wear as a fashion statement, Patagonia has not swayed from its environmentally and socially responsible roots. As Maura Brannigan wrote, "While a growing number of sportswear brands are working overtime to capitalize on athleisure, Patagonia isn't getting sidetracked. Instead, the company is focused on delivering what it does...

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