inspired by a brand i follow on twitter, whose tone suddenly changed from convivial and sort of cool, to the awkward, buttoned-up corporation trying too hard to engage. what fascinates me about this is there are board room meetings about it. these meetings last for hours

“i don’t know, we just feel like our core brand values could be better displayed. the way eric is tweeting makes it seem like we’re some weird jokey kid. what if — what if we just ask everyone each morning if they have a ‘hip’ story about tires to tell? or remind them of our dedication to great service? it could go viral”