Cayce Pollard in Pattern Recognition has a unique ability to judge how the market will respond to logos and brands. At the root of this rare talent, for which Bigend employs her, is a “phobic reaction” to trademarks she’s had since age 6 when she threw up after seeing The Michelin Man in a French catalog. Otherwise known as “Bibendum,” the 114-year-old, anthropomorphic stack of tires remains her biggest weakness.