The Physics of Brand: How Brands Create Value Through Interactions With People Across Time And Space

Date and Time:

Tuesday, Sep 20, 2016
5:30PM - 7:30PM


Studio 185
International Market Square, 275 Market Street, Minneapolis, MN 55405
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Event Description

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.

Three Key Takeaways:

  • Leverage 3 dimensions that build brands in time.
  • Navigate 4 dimensions that build brands in space.
  • Learn how sensory signals ladder-up to brand value.


Time Activity
5:30-6:00pm Registration and Networking
6:00-7:00pm Presentation
7:00-7:30pm Networking


Ticket Type Price
Member $10
Non-Member $25

Cancellation Policy:

All cancelled registrations received by the AMA Minnesota office 2 business days by 5pm before an event are eligible for a refund. No refunds will be given for cancellations received fewer than 2 business days before an event. To cancel a registration please contact:


Dan Wallace


Dan Wallace is the co-author of The Physics of Brand. His company, Idea Food, co-creates brand strategies and marketing plans with clients. He speaks on brands and branding — and leads workshops to…

View Dan Wallace's Full Bio