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#BrandsWithPurpose: FUSE Conference 2016

What? We get to go to Miami?

As we plunge into the frigid temperatures of February in Minnesota, I look longingly at my calendar. Is there warm relief ahead? Well, yes. FUSE 2016 is headed for Miami!
Always a highlight of our year, @KellerOfCapsule and I usually attend FUSE and provide (hopefully) interesting insights through the social-sphere. We fill our Twitter feeds with little nuggets of knowledge presented by esteemed speakers. We also provide more in-depth recaps and commentary through FUSE’s blog, The Next Big Design. Well, all of this will again be happening, with one change.

@KellerOfCapsule is heading off to Tokyo to conduct consumer research for Patagonia. We hope he returns with lots of lovely travel gifts for those holding down the Capsule pillbox. While he is gone, we are excited to introduce Lauren Sobolik. Lauren is a valued member of the Capsule team and will provide a whole new perspective to the FUSE trough of inspired content this year.

FUSE’s upcoming theme is Designing Brands with Purpose. Over the past 16 years, this perspective has always been at the center of our philosophy. As we guide our clients through change and growth, there is no better advice. Brand engagement and loyalty results when messages are clear, design is impactful and actions are consistent and authentic. Purpose driven brands are center to our purpose.

The list of speakers is long and impressive. IIR has again prepared three solid days of programming with intention. We will be inspired by some of the world’s most impressive brand leaders. But I also know Lauren and I look forward to connecting with other FUSE attendees. Learning and inspiration doesn’t just come from the stage. We open ourselves up to shake hands with the person next to us, share lunch with someone looking for an open seat and grab coffee with that Twitter follower who kindly “hearts” and retweets us. Those around us are also designing brands with purpose. We never know with whom we will meet and where connections will be made. Learning and networking with purpose.

So, we anxiously wait for April 4 to arrive, along with the Miami warmth. If you haven’t registered yet, there is still time. Until then, stay tuned. Lauren and I will do our best to provide purpose-driven prose inspired by The Next Big Design.

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Categories Business & Marketing, Branding, Design Thinking

This is ground control to Major Tom.