In a world of highly fragmented media, more and more brands are now communicating by telling their brand stories in order to get their message across . Good stories help humanise a brand and strike an emotional cord with its consumers and stakeholders. They help a brand become more than just a commodity and differentiate it.
A brand story tells its consumers about its history, values and its plan for the future. A brand doesn’t have to have an exceptional history to tell its story. A simple story can be spun in many directions to make it interesting, regardless of the truth at hand. That being said, I am not saying one should lie. Lieing would be unethical, possibly illegal and if caught, it would do more damage than good. If you read the story below, you’ll see how to make any story interesting.
So here’s how to spin a story. Who knew you could learn something about marketing from the prime minister’s office.
Judy Rudd, an amateur genealogy researcher in south-east Queensland, was doing research on her family tree. She discovered that Prime Minister Kevin Rudd’s great-great uncle, Remus Rudd, was hanged for horse stealing and train robbery in Melbourne in 1889. Both Judy and Kevin Rudd share this common ancestor.
The only known photograph of Remus shows him standing on the gallows at the Melbourne jail.
On the back of the picture Judy obtained during her research is this inscription:
‘Remus Rudd, horse thief, sent to Melbourne Jail 1885, escaped 1887, robbed the Melbourne-Geelong train six times. Caught by Victoria Police Force, convicted and hanged in 1889.’
So Judy emailed Prime Minister Rudd for information about their great-great uncle, Remus Rudd.
In reply to her email, Kevin Rudd’s staff sent back the following reply:
“Remus Rudd was famous in Victoria during the mid to late 1800s. His business empire grew to include acquisition of valuable equestrian assets and intimate dealings with the Melbourne-Geelong Railroad.
Beginning in 1883, he devoted several years of his life to government service, finally taking leave to resume his dealings with the railroad.
In 1887, he was a key player in a vital investigation run by the Victoria Police Force. In 1889, Remus passed away during an important civic function held in his honour when the platform upon which he was standing collapsed.”
So, here you go. Tell a good story. Be smart, but don’t lie.