However, the stories that have the most long-term impact are those that are emotionally charged with some value or belief that resonates with us: persistence pays, love makes the world go ‘round, crime doesn’t pay etc. This is often referred to as the story’s theme or message, and the more unique the theme, the more powerful the story.
Here's the link that works!
What I really like about this article is how the author talks about the need for story themes in branding. This is key to creating a brand strategy built in story sharing.
As the author says, "Many brands fall short of story theming in the truest sense of the word. Keep in mind that a story theme idea is different from what many refer to as an advertising theme line. In fact, many and arguably most so-called theme lines are promises or benefit claims. They have nothing to do with a universal belief with which audiences can identify or rally around. Many advertising theme lines would be more accurately labeled 'plot lines.' "
Read more to gain insights into story branding themes and how to make them work for you in 2012.