Aaron Keller didn't hold back. In this episode, Beyond the Billboard co-hosts Charlie Riley and Greg Wise sit down with the Capsule co-founder to dissect the human and economic layers of brand. Aaron lays out a philosophy grounded in the idea that "brands are living members of our community"-containers of trust and meaning that shape culture and behavior. The conversation touches everything from billboard placement in Maplewood, Minnesota to the strategic suspension of merino wool products by Patagonia. He explores what happens when brands try to be everything to everyone, and why too much focus on bottom-of-funnel tactics can trigger the marketing equivalent of a restraining order. This episode is loaded with stories, sharp metaphors, and marketing reality checks from one of the most thoughtful minds in branding.