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Storytelling can be a great way to build lasting brand memories. Znanewitz and Gilch (2016), identified six criteria for effective storytelling in advertising, summarised in this illustration.
 
According to advertising research experts Kantar, brand-linkage is the most important factor and the area in which ineffective advertising most often falls down. Brand recognition in a copy-test is not a good indicator of brand-linkage (Kantar proved this many years ago). To determine if ad memories will be linked with the brand in people’s minds, you need to find out which elements/aspects of the ad stick in people’s minds and see if the brand is involved in these.