Collective memory is a topic that is widely discussed, yet poorly understood. In order to deal with it in a conceptual rigorous fashion, we need theoretical constructs that make it both understandable and an object of empirical study. In this presentation such constructs will be outlined and harnessed to xamine an empirical illustration. Specifically, the notion of "schematic narrative template" will be presented and used to examine Soviet and post-Soviet collective memory of World War II. This exercise gives rise to the notion of "deep memory" as a powerful force in shaping collectives' representations of the past.