Brands are stories

Brian Collins is Chairman and Chief Creative Officer at COLLINS:, a NY-based branding consultancy that believes the next generation of great brands will emphasize not mass communication, but mass collaboration, inspiring communities to do, make and build in cooperation with the brand.

We say we want information, but we don’t experience the world through information -we experience the world through story. 

Stories are how we give meaning to what happens to us. When we call upon them, they activate archetypes. They remind us of eternal truths, and they help us navigate through our lives.

His keen perspective on branding has made him part of Brand Thinking and Other Noble Pursuits, a choreography of discussions collected by Debbie Millman, a consultant and writer passionate about the transformative power of brands. 

Go ahead, take a dive in these reads sure to brighten any Tuesday!