Aaron Keller, Managing Principal, Capsule

Capsule, specifically Aaron and two co-authors, have been deep in the murky waters of writing a book on the physics of brand. Yes, physics, likely the only subject matter more complex than a conversation with your trademark attorney. Yet, we’ve been giving it a consumable tone and taking our readers deep into the history of brands. At this point it isn’t reading like a harlequin novel, but it is much easier than your high school physics textbook.

One of the insights from our discussions of putting brands through the meat grinder of physics is this: brands are vessels of trust traveling through space and time. I am not going to go deep into the space and time portions, you’ll have to read the book for those meatier bits of content.

So, back to these vessels. If you go way, way back to a period when there was no need for brands, it likely looked like this. “Hi, I’d like to trade you my sheep for your goat. We know each other because you’re in the next village and I trust you have a healthy goat to trade.” Brands were invented to be the vessel of trust as an extension of ourselves when we’re not there to say, “I trust you know how to raise a healthy goat.”

So, when managing a brand, consider the importance of that trusted relationship between your brand and the people who believe in you. If you break the trust, you break the relationship. If you break the relationship, you’ve broken the brand. And, you know what they say, “you break it, you own it.”

More on goats, vessels and physics in our upcoming book, “The Physics of Brand.” Co-authored by Renee Marino, Dan Wallace and myself.