Join Charlie Riley and Greg Wise as they dive deep into the world of brand building with special guest Aaron Keller, co-founder of Capsule. Discover how successful brands like Patagonia create trust, why out-of-home advertising can break through the noise, and the perfect balance between brand building and demand generation.

In this enlightening conversation, Aaron shares his definition of brand as a "container of trust and meaning" and explains why focusing on a single mission is critical for brand success. Learn about Capsule's innovative approach to packaging design for Patagonia and how strategic billboard placement transformed a suburban nightclub into a must-visit destination.

🔑 Key Topics:

00:00 - Introduction to Beyond the Billboard podcast

01:06 - Meet Aaron Keller and his "Physics of Brand" philosophy

01:51 - How brands function as extensions of human beings

03:29 - The importance of brand as trust declines in society

05:46 - Patagonia's brand philosophy and commitment to mission

09:16 - The Patagonia packaging redesign case study

12:05 - The conflict between demand gen and brand marketing

17:20 - Why companies of all sizes need to focus on brand

21:52 - How context and creative made the Myth Nightclub campaign successful

💡 Notable Insights:

"Brands are an extension of us as human beings... we need to humanize brands to the degree that they represent the best of us, not the worst of us." - Aaron Keller

"A brand is a container of trust and meaning. It's not a logo, it's not a campaign." - Aaron Keller

"When brands try to be everything to everyone is where that message can get lost in translation." - Charlie Riley

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