Aaron Keller - Author

4.8K Followers

What If We Accept That We Are All Racist?

An exploration of thought experiments that could lead to greater empathy.

Jun 7, 2020

Aaron Keller - Author

Stop Thinking “Outside the Box”

We are in a creative field and therefore, we are often asked to “think outside the box”. We constantly hear people say to us, “I’m an out…

Sep 8, 2017

Sep 8, 2017

Aaron Keller - Author

The Birth of Shakespeare

“All the world’s a stage …”

May 17, 2017

May 17, 2017

Aaron Keller - Author

Why are asscronyms bad for brands?

The first rule of naming, don’t describe your product, company or service in your name. Why? Not only does your product, service, and…

May 5, 2017

May 5, 2017

Aaron Keller - Author

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…

May 4, 2017

How would you describe a world without innovation?

May 4, 2017

Aaron Keller - Author

Now Available: Augmented Reality

If you’ve spent some time with the Capsule team, you would have noticed our abundant fascination with games, augmented reality and anything…

May 4, 2017

May 4, 2017

Aaron Keller - Author

Save the Curds!

Long live the deep fried cheese curd.

Apr 28, 2017

Apr 28, 2017

Aaron Keller - Author

Let’s break something together.

Donald Trump picks Kayne West to be his vice president and running mate. Two of the largest brands using bad publicity to build their…

Feb 19, 2016

Feb 19, 2016

Aaron Keller - Author

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…

Feb 17, 2016

Aaron Keller - Author

A Great Name Tells You More Than Just What the Company Does

When naming something, it is human nature to want to describe what you are naming. This is, of course, the most direct route to relevance.

Oct 26, 2015

A Great Name Tells You More Than Just What the Company Does

Oct 26, 2015