Nick Law, Chief Creative Officer of R/GA, discusses the importance of telling stories about products. Stories simplify and humanize otherwise complicated products. The challenge, he says, is getting the storytelling and systematic sides of a brand to work together. The goal is to create a brand behavior for audiences to engage with and join.
“Rather then just making people feel good about a brand for 30 seconds, you ask them to come and join a behavior that you’ve created.“
- Nick Law
- Published September 2010