Sailing Past Biases

How strong brands navigate cognitive currents.

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Capsule Goes Global

We're moving beyond our global headquarters in Minneapolis.

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#BookReview Andreas von der Heydt, Head of Kindle Germany

Writing a book on brands decades after the age of Madmen and mere months after the successful television series could have easily turned our words cynical. In contrast we chose to look through a positively charged lens and consider why brands exist, their value to organizations and to society as a whole.

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Zombie Apocalypse: Brilliant

Sometimes, when we are doing innovation, it is easy to dismiss the emotional needs that a product might be able to satisfy. Regardless of the type of innovation, people want to buy products from people that understand them.

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The Intersection of Music, Love and Tradition

A Minnesota Orchestra review by Sarah With an old soul, a yearning for nostalgia and love for tradition, Fly Me to the Moon: Love Songs from the Big Band Era and Beyond at the Minnesota Orchestra was calling my name.

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#BookReview Joseph Pine II, Bestselling Co-author, The Experience Economy

Joseph Pine is an iconic character in the minds of many and certain a hero inside the walls of Capsule. Joe would carry enough weight on our wooden floors if he merely published the standard bearing authenticity book "Authenticity, What Consumers Really Want." But, he also wrote the book that shifted marketing thought for decades, "The Experience Economy."

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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!

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Mauro Porcini, SVP & Chief Design Officer, PepsiCo: Words of love for The Physics of Brand

Writing a book on brands has connected us with some serious top-notch industry icons. We have dared to share our discoveries with some of our favorite thought leaders, and the words of love we are receiving back have made us ever grateful. We plan to feature each of these shining individuals as a way to say, thank you. First on the list: Mauro Porcini, SVP & Chief Design Officer at PepsiCo.

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Mark Ritson on Brand Valuation: Brilliant or Bullshit?

As soon as we saw Mark Ritson (Professor at Melbourne Business School, and columnist for Marketing Week) take on the topic of brand valuation and claim its bullshit-ness, we knew we wanted to get him in front of our book, The Physics of Brand. The topic of brand value is center stage in our book, intersecting the priorities of the CMO and CFO and bringing them into the same conversation.

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What if we rethunk the water bottle?

We’ve said it before, and we’ll say it again. We love working for people with purpose. So when our friends with Rethink Water came to us with a desire to fix the plastic water bottle problem, we said “yes, let’s.”

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Shakespearean workouts and 12-part harmony

I’ve written in the past about finding various resources for filling my creative reservoir. Oh, I know, I am surrounded by creativity at Capsule on a daily basis. But I still need inspiring experiences to replenish my soul when life takes its toll. (Okay, that may be a little dramatic, but the gray hairs seem a bit more visible these days.)

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Brand Biases and the Empathy Gap

The Empathy Gap presents those of us who work in the branding world with an interesting world to live in and understand. The Empathy Gap is a cognitive bias that occurs when one underestimates the influence of feelings or other internal emotional reactions. We see this gap often between businesses or brand handlers and their end consumers; the gap of understanding can be large, and one that requires thoughtful navigation.

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The Physics of Brand Pre-Launch Party has begun

You may have heard we're writing a book - and no, we're not done talking about it. The pre-order party has launched and the Physics of Brand momentum has just begun.

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