Thanks you Gregg Morris for spotting another great article on Story and Narrative. This article mentions nothing about branding or advertising as it is strictly about theme as a component of story structure. However when she talks about theme as meaning, it doesn’t take a large leap to see how the notion of theme applies to brand communications. I strongly recommend this article to anyone interested in building or strengthening their brand’s identiy. Unfortuantely, what we see in brand advertising is usually plot-driven. It consists of some fact or opinion that is explained to us. However, themes aren’t explained. They consist of beliefs and values that resonate with us to extent audiences share them. Read the article, think about your brand and I’m sure you’ll understand the application of story themes to branding. This post is a continuation of my “Best advice I’ve learned” series. You can catch up on my other posts by clicking “Character” or “Concept”.