“.. People share stories as a way to own experiences and reveal parts of themselves to others

Every product needs a story, as does every brand. The product’s origin. The creators’ ideals. Or a unique experience. These stories provide value.

Consumers are looking to share narratives as a way to express their knowledge, identity, status, and connections. As the DNA of viral marketing, these stories help people connect more deeply with a brand, a product, and others around them.

…”

read on here: http://patterns.ideo.com/issue/stories_as_cultural_currency/