Aaron Keller is a founding partner and managing principal of Capsule, where he leads brand development, strategy, research and naming for the firm’s clients. He has over 20 years of consulting experience in marketing, branding and retail strategy for a range of brands, including Jack Daniel’s, Target and 3M. Aaron has a B.A. in Marketing Management from the University of St. Thomas and an M.B.A. from the Carlson School of Management at the University of Minnesota-Twin Cities. He is also a columnist for Twin Cities Business magazine and co-author of the Physics of Brand.