The Authenticity of Stories

Michael Beverland
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Michael Beverland: RMIT University

Chapter Chapter 3 in Building Brand Authenticity, 2009, pp 29-61 from Palgrave Macmillan

Abstract: Abstract For the past 90 minutes Lynne McEwan held the Melbourne-based audience in the palm of her hand as she regaled us with stories of Bruichladdich (pronounced ‘Brooke Laddie’) — the Islay distillery resurrected by her father and legendary whisky maker, Jim. This was no corporate-sponsored, power point-based whisky tasting; rather this was akin to listening to a saga of old, where the audience added their own stories about the brand (many had been to the distillery) to Lynne’s narrative. Being a marketing researcher, one story in particular appealed to me. Such is the love that customers have of Bruichladdich single malts that webcams are placed in the distillery so fans can monitor the progress of each batch (it really is a thrill a minute). Lynne recalled the day the sales staff received an email inquiry from the US wondering when a faulty camera would be repaired. Staff replied that the camera would be running soon and asked, ‘Are you a single malt fan?’ The reply was unexpected — ‘no we are not single malt fans, we are the Defense Threat Reduction Agency (DTRA) and believe you are making weapons of mass destruction!’ The agency had been training their staff on the production of biological and chemical weapons using the webcams.

Keywords: Brand Community; Great Brand; Brand Love; Marketing Team; Historic Story (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25080-2_3

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DOI: 10.1057/9780230250802_3

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