While many strategists study business, Patrick Collins studied people, and it made all the difference. He turned his unconventional background in gender studies and his experience growing up in a large family 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 at Someoddiplot, proving that the best strategists don't follow rulebooks. 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 often reflect evolution, not revolution. Patrick reveals the secret sauce behind authentic brand strategy: getting close enough to touch the product, hearing the stories, and building trust from founders and CEOs, down to the design team.

Show Highlights
(01:01) Patrick's unconventional path from women's studies to brand strategy

(03:00) The "Kimmy Gibbler" approach to getting hired

(14:14) What Someoddpilot is and their unique Chicago roots

(18:33) The Darn Tough sock campaign and connecting a product warranty to emotional customer stories

(30:36) Rebranding Lollapalooza using zine culture to bridge generations

(37:55) The contrast between Lollapalooza's revolution and Kimberly-Clark's evolution

(48:00) The trend of "quiet luxury meets chaos" in modern branding

(52:59) Why SSENSE is one of Patrick's favorite brands right now

About Patrick Collins
Patrick Collins is a partner and the Director of Strategy at Chicago-based creative agency Someoddpilot. Patrick leads the agency’s strategy and writing disciplines to build purpose-driven consumer brands and compelling campaigns that people actually enjoy, for brands such as Kimberly-Clark, FootJoy, SKYY Vodka, Kettle & Fire, The Chicago Fire (MLS), Lollapalooza and more. Informed by his graduate studies in gender studies, Patrick is an instinctual storyteller who has designed a branding practice deeply rooted in cultural and societal contexts.

Links:
SomeOddPilot: https://someoddpilot.com/

SomeOddPilot on Instagram: https://www.instagram.com/someoddpilot

Patrick Collins on LinkedIn: https://www.linkedin.com/in/patrick-collins-0b04204b/

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