Institute for the Study of Squirrel-Human Urban Cohabitation
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Using her sixth sense for 'crisis management' opportunities, Ms. Claire Killmen, SVP Marketing, descends upon the lab...
"Heellllloooo, Hyman, you amazing genius you... And you,Todd... get me a latte won't you? Good. Hymie, of course I know everything that goes on here at the Institute. How are you doing with the name change, Dude?"
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"Gulp... 'Dude'? You're kidding. 'Geek,' maybe... but 'Dude'?"
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"Yes, Dude, our focus groups showed that the aging Boomer enviro-conscious, cocooning, small indulgencing, down-aged consumer is drawn to the retro connection of your granddad, Rube."
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