What a magnificent thing is the zip code. But it doesnt parse quite as finely as we would like. There isnt a distinct zip code for each building or residence. But surely, this should be easy enough to do.
This is the way the post office describes zip codes:
The nine digits of a ZIP+4 code (e.g., 12345-6789) may be grouped as follows:    [89 ]
 : Sectional Center or Large City
 : Post Office facility or Delivery Area
: The required “dash” or “hyphen” separates the first five digits from the last four digits; the +4
 : Sector or Several Blocks
 : Segment or One Side of a Street
Another 3 digits and we would have a discrete number for each residence. We would have digitized the entire country.
The good thing about a 12 digit zip code is that we would release the worded address to perfect acts of imagination. Once I have your 12 digit zip code, I can call you anything.
We can be fanciful:
Or we can imply that ordinary places are portals to extraordinary places. (This is a kind of Time and Again approach.)
The Count of Monte Cristo
18th century (c. 1770?)
When I send you an envelope addressed to Yabu Pushelberg, I have cast a new identity upon you. You will do with it what you want. I would hope at the very least that you would introduce yourself as “Yabu at least once in the course of the day. Or perhaps, while sitting in one of those interminable committee meetings, say to yourself, “how would a man who lives in Sofa World handle this?
Brands are identity propositions. Mostly, they are eager to get our identities exactly right. The brand wants to help construct us exactly as we think we are or want to be. How much more interesting the world would be if brands cultivated the spirit of the Mardi Gras. What I want from the Coca-Cola Company is a fleeting identity, one that ends, Count of Monte Cristo, only for the time it takes me to empty the can. Indeed, that identity becomes part of the value-add of the brand. Each can of Coke could come with a different identity. My portfolio of selves is a little richer or more capable of “churn.
More on this theme tomorrow.