The Twenty Seven Percent: Humanizing Brands

The idea of a brand, which represents a corporation, individual or collection of people, is a human invention. We’ve invented these vessels of trust to be extensions  of ourselves, working for us when we’re not able to be present. The employees of P&G or 3M could never be present in every retail, industrial, commercial or household situation where their products intersect with people. Brands are, in one sense, leveraged assets of our humanity.

Some brands have forgotten, or perhaps never understood, their importance in our culture. This is starting to change.

There are many ways to interpret the twenty-seven percent, one is to consider what the number was...

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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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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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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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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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Stop with the Apple to Apple comparisons, please

One day, just over fifteen years ago we were in a meeting with a Silicon Valley client and discussing the importance of design thinking. We were introducing the client to some friends at IDEO and talking about findings from research we did on their brand experience.

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How we respond to brands responding to Prince

As fans and members of a social and connected community, many have responded by cultivating a public conversation around favorite songs, “Purple Rain” tributes, and an overall appreciation for the authentic inspiration that radiated from the star. Many, including brands.

Do brands have a place to participate here? This controversial analysis of who responded and how sent our office into a full on debate on brand ethics.

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January Think & Link: Nicholas Cruze, Creative Director for The Culture

Capsule's Think & Link for a Living is an invitation-only gathering of like-minded people, coming together each month to discuss hot topics and important issues. It's an invaluable sharing of insight and inspiration.

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Expose Yourself at ExpoWest

Capsule visited clients, friends and future clients at ExpoWest last week. We came home with some trends, odd lessons and a perspective on the future of consumable products.

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