Aaron is a founding partner and managing principal of Capsule, where he leads brand development, strategy, research and naming for clients. He has over 20 years of consulting experience in marketing, branding and retail strategy for a range of brands, including Herman Miller, Jack Daniels, Target, SmartWool and 3M. Recently, he co-authored the book The Physics of Brand, which explores the science of branding and design through physics principles. He has spoken on brand, design and entrepreneurship for the University of St. Thomas, University of MN, the American Marketing Association, and more. Aaron has a BA in marketing management from the University of St. Thomas and an MBA from the Carlson School of Management at the University of Minnesota.