While most strategists study business, Patrick Collins studied people, and it made all the difference. Patrick from Some Odd Pilot turned his unconventional background in women's studies into a superpower for understanding what makes people tick, and what makes brands stick. In this episode, Chris explores Patrick's journey from academic outsider to agency partner, proving that the best strategists don't follow the rulebook. Chris and Patrick discuss real brand wins: discovering customer love letters that turned Darn Tough socks into an emotional powerhouse, bridging generational gaps at Lollapalooza with DIY zine culture, and why the most successful rebrands are often the ones nobody notices. Patrick reveals the secret sauce behind authentic brand strategy: getting close enough to touch the product, hearing the stories, and building trust from the CEO down to the design team.
Timestamps:
(00:01:01) Patrick's unconventional path from women's studies to brand strategy
(00:03:00) The "Kimmy Gimbler" approach to getting hired at Some Odd Pilot
(00:14:14) What Some Odd Pilot is and their unique Chicago roots
(00:18:33) The Darn Tough sock campaign and discovering customer love letters
(00:30:36) Rebranding Lollapalooza using zine culture to bridge generations
(00:37:55) The contrast between Lollapalooza's revolution and Kimberly Clark's evolution
(00:48:00) The trend of "quiet luxury meets chaos" in modern branding
(00:52:59) Why SSENSE is Patrick's favorite brand right now