In this episode of Beyond the Billboard, hosts Charlie Riley and Greg Wise are joined by Aaron Keller, co-founder of Capsule and a leading voice in brand strategy. The conversation dives into the real meaning of branding, the growing role of trust in consumer decision-making, and how creative out-of-home advertising can drive both brand and business results.
If you’re a marketer working to build something that lasts, Aaron’s insights offer a blueprint for doing it right.
Watch the entire episode below.
Branding Is a Human Concept
Aaron begins by reminding us that brands are not corporate tools. They are human creations.
“Brands are an extension of us as human beings. We invented these things that represent us as individuals and as groups of people.”
– Aaron Keller
That is why brands resonate deeply. They reflect values, personality, and meaning. For marketers, this means you are not just selling a product—you are shaping identity and culture.
A Brand Is a Container of Trust and Meaning
Capsule defines a brand in a simple but powerful way:
“A brand is a container of trust and meaning.”
– Aaron Keller
It holds everything your audience believes about your company. It cannot be faked. It has to be earned.
“A business is either contributing to the value of the brand or contributing to sales or both at the same time.”
– Aaron Keller
Whether it is packaging design, messaging, or OOH placement, every part of your business sends a signal to the market.
In a Distrusting World, People Turn to Brands
As traditional institutions lose trust, brands are stepping into that gap.
“We are seeking meaning in our lives. As participation in religion declines, people are turning to brands.”
– Aaron Keller
That shift means brands have a larger role to play in how people view themselves and the world around them. It also means marketers have a greater responsibility to lead with purpose.
OOH Is the Medium for Human Connection
Aaron is a passionate believer in out-of-home advertising, not just for its reach, but for its ability to meet people where they are—in their routines, in public spaces, in moments of quiet or boredom.
“I love things that break through the boringness of a drive or a walk to work. Just step into your life in a different way.”
– Aaron Keller
He shared the example of launching the Myth Nightclub using teaser billboards in suburban Maplewood. The idea stood out and sparked curiosity. It proved that context and creativity still matter.
Balance Brand and Demand
Aaron acknowledged the tension that exists between brand marketing and demand generation.
“When it comes to out of home, that’s typically more top of funnel. Bottom of funnel is more measurable and more attractive because I can get sales now.”
– Aaron Keller
Neglecting brand in favor of only short-term metrics may deliver short-lived wins, but it will hurt you in the long run.
OOH Is More Than Just a Billboard
Aaron shared a unique perspective on product packaging and branding.
“When we’re doing the packaging work, we’re building billboards that you can pick up.”
– Aaron Keller
In other words, every surface that touches the customer, whether digital or physical, is a chance to reinforce the brand.
Marketing Language Is Now Culture
Marketing is not limited to boardrooms anymore. It is mainstream.
“When you hear an average consumer say, ‘I’m not the demo for that,’ that’s marketing language entering general culture.”
– Aaron Keller
It is a subtle but important signal that people are more brand-savvy than ever. They think in terms of audiences and messaging, just like we do.
Final Thoughts: Brands Are Built on Trust, Relevance, and Repetition
Aaron Keller’s perspective is a reminder that brands are built slowly and with intention. Out-of-home is a powerful tool, but only when paired with clarity, creativity, and consistency.
- A brand is more than a message. It is meaning that people carry with them.
- Trust is a key part of every brand interaction, especially in today’s landscape.
- OOH works when it adds something to daily life—humor, intrigue, surprise, or simplicity.
- Marketing and culture are no longer separate. They are one and the same.
🎧 Listen to episode 12 of Beyond the Billboard to hear more from Aaron on building trusted, human-first brands. Then start thinking about how your next campaign can earn not just clicks, but real connection.