Why a Cock and Bull story trumps fake news every time
Consumers can differentiate between authentic, emotional stories versus synthetic content. Richard Webb reckons the secret in successfully building your brand online is in finding and leveraging your authentic story.
Four years ago, we packed a few Macs and personal effects for the journey 13,233 kilometres north. A new family adventure awaited us – leaving home in Cape Town on the southern tip of Africa – to a new home 30 minutes North of London Euston. It was a decision driven by the future needs of our family and a desire to test and expand our business models against the super-competitive markets in Europe and North America.
Most of my interests are rooted in storytelling in one way or another, and the last four years of creating business in the United Kingdom have been an eye-opener. The UK – like so many other countries – is layered in the most fascinating and endearing stories.
Take the village we’re HQ’d in; once boasting over 50 inns, taverns and pubs, Stony Stratford is at the nexus of Silverstone Race Track and the ‘F1 corridor’ of Brackley and Milton Keynes. It’s here, on the medieval High Street that two iconic, adjacent inns gave rise to the legend of the ‘Cock and Bull story’.
In the eighteenth century the town was an important stop-over on route from London to the North. The Cock and the Bull were (and still are) two of the main coaching inns in the town. Travellers were regarded as the greatest source of current news and information (think medieval social media). This is where the banter and rivalry between travellers is said to have resulted in increasingly exaggerated and fanciful stories all in a bid to be the coolest guest. These became known as ‘Cock and Bull stories’.
The town has leveraged these stories to great effect ever since, which has resulted in a legacy of community and friendly trade over the decades. All this is in part thanks to the power of a great, enduring story.
My point is that people know the difference between the maligned interests of fake news (or uninspiring content) and an endearing Cock and Bull story. Make sure yours is the latter and tell it well – and tell it consistently across all your customer and stakeholder touchpoints.
Whether your story is one that’s just starting out, or if it’s pivoting due to Coronavirus or even when it’s decades old – discover it, nurture it authentically and leverage it appropriately. You’ll have revealed your business ‘reason for being’. It’s what makes you unique and emotionally engaging. It’s your brand differentiator. Go forth and tell good stories!
It’s not always that easy to ‘see’ and develop your own story over time. If you need inspiration or support, tap www.richardmarkwebb.com, hit the WhatsApp button or contact him at richard@richardmarkwebb.com or find him on social.