I try to staff our studio with people who have curiosity and passion.
And you must keep a constant lookout for who you might want to hire next, because often the curiosity of our team leads them on to other things.
You can’t keep brilliance; you let it shine, and then you have to let it go.
This is a term we’ve come across from time to time and its’ meaning has always been a bit fuzzy (for me).
However as part of our current brand review process, where we’ve determined a brand capsule for e-see®.
I thought therefore, that this would be a good time to record a definition of what Brand Capsule is.
Brand Capsule is defined as:
Brand capsules represents the cast of a branding strategy (scenario) operating within an audience’s familiar cultural environment, relevant & literate to his or her own personal identity. The scenario focuses on solving or understanding needs, desire or contradictions felt by popular consumer tribes.
A brand capsule can be a name, a logo, a sound, an interface, a statement, an image, a small piece of software, a video clip, a simple ceremony… anything instant & easy to experience, easy to remember & easy to transfer, reproduce or broadcast toward another individual by word of mouth or word of mouse.
The capsule’s container is the brand identity (logo). The content is an “ideavirus” performing the symbolic & relevant answer to a need, a desire or soothing an cultural anxiety, an audience is struggling with.
So what’s e-see®’s Brand Capsule? = “Simplifying Brand Management”