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.

The Break-Up
August 24, 2007
by phaedrus

The concept is dead on; execution notwithstanding. We’ve been talking about this for awhile now.