A Goliath Brand

King David, Borghese Chapel of the
Basilica di Santa Maria Maggiore    

David is an epic figure. Hero, warrior poet, lover, God’s chosen, and to top it off, he was a rock star. Okay, maybe not a rock star, but he is said to have been handy with a lyre. If you were an ancient Jew, he was your guy to lead you against the enemy. If you were the enemy, say, a Philistine, then David was a splitting headache—just ask Goliath. The Bible records David as the second monarch of the United Kingdom of Israel and Judah. And the New Testament says that Jesus descended from the House of David. He is portrayed not only as a righteous king, he also gets credited for composing many of the psalms contained in the Book of Psalms. In all, Jews, Christians, and Muslims have a claim on him. 

Everything we really know of David comes from the Old Testament—the Books of Samuel, 1 Kings, and 1 Chronicles. But in late 1993, a stone with Phoenician writing was discovered that contained the phrase, Beit David. It dates back to the 800s BC, and translated, it means “House of David,” giving scholars a loose confirmation of the actual existence of King David during the mid-9th century BC. David lived roughly from about 1040 to 970 BC, and he was king for about 40 years overall. First he ruled only over Judea for about eight years, and then it was united with Israel, over which he reined another 32 until his death in 970. 

Forty is a significant number in the Bible. Noah endured 40 days and nights of rain. Moses led the Israelites through the wilder- ness for 40 years. He also happened to stay upon Mount Sinai for 40 days whilst he was given God’s laws. And Jesus made the desert his fortress of solitude for 40 days. He appeared to the faithful for 40 days after his Resurrection. It’s important because the number is usually associated with trial or tribulation. And while David was a servant of God as king of Israel—generally considered a good king—he had Clintonian flaws that would shake his relationship with God and Israel. In other words, he was human.

Although David was a giant of a brand, he began with simple but dignified roots. His father was Jesse, a prominent breeder of sheep and a farmer who called Bethlehem home. And while David was flawed, it is said his father died without sin—so there must have been plenty of righteousness DNA in David. For a sinless man, Jesse was certainly full of carnal desire—he had eight sons we know of and two daughters. The Bible doesn’t exactly call David a runt, but he wasn’t the pick of the litter either. When Samuel sought a king to replace Saul, he looked to Jesse’s older sons, strapping examples of Hebrew men. David was not first choice. Actually he was the last one. But to God who spoke to Samuel, David was the one. It could be derived that since he wasn’t a worldly man’s choice, David was likely subtle of stature and presence, nor the strongest. No doubt there were some who questioned the Lord’s choice—even balked at it. That was unwise. 

Any discussion of David must include his confrontation with Goliath. Many perceive Goliath as some sort of giant. Early texts describe him as a big boy, for sure. But he wasn’t 10 feet tall. He was well over 6 feet—perhaps 6’9’. Like later texts, the early versions may also have exaggerated. Still, Goliath was formidable to the average man of the day, and especially to a young boy who was not the not the first round draft pick of his own people. Yet, with only a stone and sling, and some Divine intervention, the young boy bested the giant. A fluke? Well, gird up your loins. 

David presents the head of Goliath to King Saul - Rembrandt, 1627

Although David made a name of himself by taking down Go- liath, he was not instantly made king. His initial victory did launch him on quite a military career—leading forces sometimes on behalf of Saul and the Jews, sometimes not. Saul, by the way, was the first king of a united Judah and Israel. He and David had a tumultuous relationship because Saul knew that David was God’s replacement for him (having generally displeased the Lord). Despite assassination attempts and David, in effect, being exiled, there were times when the two were on the same side. On one occasion Saul offered his daughter in marriage to David, provided David battle the Philistines and bring Saul 100 foreskins. As a matter of record, David brought Saul 200 foreskins.

Ultimately Saul was killed in battle, against the Philistines no less. And David was proclaimed king of Judah. Down the road he took on Israel, too. And then he conquered Jerusalem, making it his capital. From there, the story includes David’s host of dramas that would test David’s reign and his relationship with God. One is his adultery with Bathsheba She was the wife of one of David’s soldiers. He seduced her, she got pregnant and David schemed to cover the whole thing up, eventually ending in the husband’s death. The whole affair cost David his son with Bathsheba. He did confess his sin, but the kingdom was thrust into turmoil, including civil war with one of his other sons.

King David represents both triumph and tragedy—his triumph being the Jewish nation over its enemies of the day, even over itself when there was civil war. His tragedy is a fall from grace over his lust for Bathsheba, and yet the opportunity for redemption through trials. The enduring legacy of King David, however, is Judaism itself, with David helping to create a coagulated Jewish nation with its capital in Jerusalem. 

Therefore, consider this...

1. Determine the most appropriate brand-positioning attribute. 

Biblical tradition states that David was chosen by God to replace Saul and lead Judah and Israel. God stated that David was, “a man after my own heart,” and to Saul He proclaimed that David was “better than you.” Thus God had Samuel anoint David.

2. Devise a distinctive way to articulate the brand position and develop a brand personality that customers can use to introduce the brand. 

The anointed one

3. Establish graphic standards. 

There are multiple symbols tied to King David. For modern eyes, the Star of David is immediate, however that is a relatively new mark, beginning with general adoption around the turn of the 20th century. But the mention of David to many conjures the immediate association with the sling—the instrument with which he defeated Goliath, or the lyre that he played to rid Saul of the evil spirits plaguing him.

4. Consistently and uniquely execute the branding program. 

David was the great warrior of Judaism. He conquered the Jebusite fortress of Jerusalem, and made it his capital. Invoking God as he stood against his enemies and those who would destroy the Hebrew nation, David would ultimately be victorious over the Philistines, and also the Moabites and Hadadezer of Zobah; and they would pay him tribute.

When he established Jerusalem as the capital of the Hebrew nation and relocated the Ark of the Covenant there, David gave the Hebrew nation an anchor—a true center to itself. When David did what was expected of the “anointed one,” and his people followed him, things pretty much went their way because “God was the shield of David.” David repented his sins around Bathsheba and was told by a prophet that God had made a covenant with David, promising to establish the house of David: “Your throne shall be established forever.”