On Consistent Themes
If a theme is to succeed, it must be completely consistent with the character of the business that is promoting it. Anything less feels disingenuous and detracts from the experience rather than improve it…An effective theme must be concise and compelling… [It] must drive all the design elements and staged events of an experience toward a unified storyline that wholly captivates the customer. That is the essence of theme; all the rest simply lends support.
— Pine & Gilmore, The Experience Economy: Work Is Theater & Every Business a Stage