…wherein I discuss the finer points of business theory with Odin, from his Madison Avenue penthouse, “Little Valhalla.”
me: Great place you’ve got here.
Odin: …
me: Right, so for whatever it’s worth, I’ve drawn a good deal of inspiration from your business.
Odin: Oh yeah? What do you do?
me: We architect novelty. In all kinds of situations. In all kinds of organizations.
Odin: Well now you just need the big client.
me: We’re working on it. We’re talking to Macy’s about a big idea. We’ve been working with Monsanto on some novel communication approaches. But yes, we are always looking for big opportunities to help craft innovations.
Odin: …
me: …
Odin: Now you just need to get cool.
me: …
Valkyrie: Hey, Odin, I’ve got some people here that want to be near your hair.
ODIN EXITS WITH VALKYRIE.
me: …
We make brands more human.
Everything is changing. As it turns out, brands don't "own" market segments. They are simply nodes in complicated human networks. And they're either influential in their networks, or they're not. To have influence, brands must become knowledge brokers. And they need to learn how from the ultimate brokers: humans. Your brand needs to learn to be more human.