Grant McCracken offers up a provocative post entitled Brand theatre and the experiential brand, with some rules to create effective storytelling experiences

1. First, discover [and] obey the local culture. Use its favorite media.
2. Second, proceed as if less is more. Engage their detective work.
3. Third, invite completion. In this case, invite them to tell more stories.
4. Fourth, keep a small footprint (fewer reps better than more).
5. Fifth, practice brand murmur (aka brand diffidence). Don’t go crashing in there.
6. Sixth, engage theatrical resources. In a world saturated with mediated communications, there’s nothing quite like the real thing.) (Besides, we’re Elizabethans, too).