Belief, Stories and Marketing – how the Rooster story grabbed my attention

Belief, Stories and Marketing

One of the reasons I wrote the Rooster of Notre Dame piece is that I was struck by the story. In terms of marketing, it’s an excellent example of keeping something up there in the public eye:

Stage one – the fire – HUGE worldwide attention

Stage two – the fundraising – another WOW factor

Stage three – the amount of money!

Stage four – the thorn from Jesus’s crown, hidden in a weather vane

The press grabbed it and ran – even Wiki was already bearing the fact of the fire and who found the rooster – Wiki says the relic was saved by Jean-Marc Fournier, Chaplain of the Paris Fire Brigade. The Telegraph claims the rooster was found by a worker at the site. Another says it was a restoration specialist

In storytelling, anything is up for grabs.

As we all keep reminding ourselves – Brexit – you couldn’t make it up.

Which takes me to belief – we all know the saying “It beggars belief” – to be unbelievable or not deserving to be believed : to defy belief.

With a weird turn of my memory, I recall that when I was studying for a PhD I met another researcher who had a theory that Jesus was the first marketeer. Funny how some stories lingers in one’s mind. This now feels like a strange circle of thinking – here I am referring to marketing, in relation to one of the most iconic religious buildings in the world, and I recall that micro-fact.

The truth be told, (if truth exists), is I took a certain delight in hearing about the rooster. The majority of religions have failed to sell their story to me, I just find them impossible to believe. Yet here comes a charred cock, a metal weather vane that apparently holds a religious relic, and I am seduced by it. It drove me to explore the story behind it too, which is pretty plausible.

Maybe it is now gauging my own capacity to believe in something.

Here it is again:

The Rooster of Notre Dame

Fallen from the burning spire


Inside the battered blackened twisted body

Of the rooster

Lies one of the 70 thorns of the Holy crown of Jesus Christ

Concealed and protected

From weather, fire and time

Inside a spiritual lightning rod

The crown a plaited instrument of passion

“We may behold the thorny crown, which was only set upon the head of Our Redeemer in order that all the thorns of the world might be gathered together and broken” (Migne, LXX, 621)

Botanically known as Ziziphus spina-christi,

More popularly, the jujube tree

Tasting of apple

With the appearance of a small date

The pit like that of an olive

In 1238 the Latin Emperor of Constantinople

Anxious to obtain support for his tottering empire

Offered the crown of thorns to Louis IX

As security for a heavy loan of 13,134 gold pieces

But redeemed and conveyed to Paris where Louis IX built the Sainte-Chapelle (completed 1248) to receive it.

There the relic stayed, until the French Revolution

When, after finding a home for a while in the Bibliothèque Nationale

The Concordat of 1801 restored it to the Church, and it was deposited in the Cathedral of Notre-Dame

During the Notre-Dame de Paris fire of April 15, 2019

Two days later, while ash and the tang

Of charred timber

Both hang in the air

The fund to rebuild Notre Dame Cathedral has reached a billion euros

To house the thorn

In five years time

The rooster will be re-homed

The cathedral be restored



Published by carolyn black

I'm an artist and also commission contemporary art in unusual locations. As a producer, I fundraise, curate, project manage and deliver projects. I'm also a writer and film-maker.

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