Ad Fed Program: ‘The Physics of Brand’

Mastering ‘The Physics of Brand’ with Dan Wallace, Aaron Keller, and Renee Marino.

The authors of The Physics of Brand share insights from their book on building a valuable brand.


The Physics of Brand is an exploration of how brands evolve in time and space. The 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.

This presentation began over two beers in 2002. Dan Wallace (Idea Food) and co-author Aaron Keller (Managing Partner, Capsule) had this insight: Brands are the result of interactions with people in time and space. The insight sat on a shelf until 2008, when Aaron met Renee Marino, who conducts financial valuations of brands through her firm, Cupitor Consulting. Renee agreed to expand the initial theory, which led to the July 2016 publication of “The Physics of Brand,” a #1 new release on Amazon. This presentation will show many practical examples of how brands create value in time and space. All three authors will be available for Q&A.

Plus fun drawings for prizes and copies of the book.

Aaron Keller


Managing Principal, Capsule


Renee Marino


Managing Member, Cupitor Consulting


Dan Wallace 


President, Idea Food, Inc.




On-line ticket sales have closed. At-the-door tickets available.
January26th5:30 pm to 7:30 pm2017


Members: Free

Students: $10

Non- Members: $20


The 508 Restaurant & Bar
508 1st Ave N
Minneapolis, MN 55403

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