FUSE - Change by Design: Thriving in the New Brand Reality
Aaron Keller and Renee Marino presented at the FUSE Conference in Miami on April 5, 2016. They addressed how design drives future brand value. The future of brand leadership starts with designed moments, creating meaningful interactions between people and brands. We apply the mathematics of physics to massive data reflecting people-brand interactions and build a living brand valuation framework for brand strategy and agile design.
Physics of Brand Book Review
Communication Arts reviewed The Physics of Brand in their January/February issue.
“In an age when many consumers have tuned out traditional advertising, these shrewd authors look for new answers in the realms of neuroscience and physics. Rather than drifting off into space with fluffy descriptions of branding, the authors probe for a complete definition of what branding means … .The book is written in an amusing, familiar tone, like a science lesson delivered by your funniest friend. Brands shouldn’t be boring—and learning about them shouldn’t be either.” --Communication Arts
Physics of Brand: the Book Tour
January 23-27, 2017: The Book Tour continues in San Francisco! Author Aaron Keller visits eBay and learns the company's story. Other visits include Visa, Dolby, Method/Olly, Old Navy, Gap, and Levi Strauss & Co.
December 12-16, 2016: The authors of Physics of Brand visited NYC to meet with brand owners, thought leaders, financial analysts and characters who provoke interesting perspectives. They spoke about the value of a brand, the importance of a designed moment, and how the book came together with three authors.
Cupitor demonstrates Aurora at Business Valuation conference
September 11-13, 2016: Cupitor has designed a brand simulation tool, Aurora, to better understand the value of brands. Aurora calculates dozens of brand variables to model existing reality and to develop future scenarios. The variables we use are more diverse than those typically used to study brands, and are influenced by the content of our new book The Physics of Brand. We demonstrated Aurora at the ASA conference to start the conversation with valuation professionals about how our valuation methods should evolve to account for today's reality.
The Physics of Brand book is published
July 2016: The Physics of Brand is an exploration of how brands evolve in time and space. Renée Marino and her co-authors take you on a theoretical journey to the depths of the brand universe. They introduce three new super models illustrating how brands aggregate value for brand owners, people and society. These models frame new ways to assess the value of brands, articulate smarter strategies and design memorable moments. The authors weave neuroscience, micro and macro economics and complex systems into a narrative equally rewarding for finance as it is for marketing leaders. It's a brand-new way of thinking.
Presentations & Publications
Ad Fed MN program panel discussion, January 26, 2017
Marketing Profs podcast with Kerry O’Shea Gorgone, November 30, 2016
"The Physics of Brand," University of St. Thomas MBA Course, with Dan Wallace, November 16, 2016
New Approaches to Brand Valuation, American Society of Appraisers, International Virtual Chapter, November 1, 2016
Navigate Forward’s 7th Annual Author’s Breakfast, Minneapolis, September 30, 2016
The Physics of Brand: How Brands Create Value Through Interactions With People Across Time and Space, American Marketing Association of Minnesota, September 20, 2016
The Physics of Brand: Understand the Forces Behind Brands That Matter, HOW Books, July 21, 2016
"A World Without Brands," Branding Strategy Insider, July 14, 2016
"How our biases lead us to make mistakes" by Lee Schafer, Star Tribune, June 4, 2016
“Intellectual Property Valuation,” William Mitchell College of Law Intellectual Asset Management Course, March 2016
“New Approaches to Brand Valuation,” American Society of Appraiser’s Chapter #053, March 2016
“Learn the Forces Behind Brands That Matter,” Innovators and Entrepreneurs of MSP, St. Thomas Minneapolis Campus, February 2016
“The Physics of Brand,” MinneAnalytics Conference, Medtronic Mounds View Campus, January 2016