Fiiiiiive goooooold rings (brand storytelling)

If you’re a jewellery fan, you’re going to be disappointed to learn that it’s not actually gold rings that are given on day five. Once again, this is a reference to birds and the five gold rings are said to represent the gold rings on a pheasant’s neck.

It all begins with the legend of Jason and the Argonauts back in 750 B.C. when they sailed from Thessaly, Greece in search of the ‘Golden Fleece’. During this journey, they landed in Phalis, acquiring not only the sorceress, but also a lot of golden birds. The Greek word phasianornis means ‘bird of Phasis’. It is believed that this species of ring-necked pheasant are from the sub-species of the infamous ‘Golden Fleece’.

So how does this relate to PR? Well, as I’m sure you are aware, a PR practitioners job is brand storytelling, helping businesses establish their story and journey so they are more relatable to their customers and stakeholders.

From a very young age, I loved listening to stories, as I’m sure the majority of you did, and as we grow older we respond to tales and anecdotes. Brands need to inject the magic of storytelling into their marketing and PR to tap into people’s emotions.

Authentic stories need to be told. Ultimately a brand’s story is not just something businesses should refer to every time they launch a marketing campaign or issue a press release. It should be the foundation on which a future growth is built.

Storytelling can also set you apart from the competition. The best stories tap into people’s emotions because someone genuinely connects to what a brand stands for or where it has come from. If you can pain the pictures and create such personal relationships, you are well on the way to establishing long-term brand loyalty.


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