Still the One

After twelve (12) years and more than 135 posts and 14 rotating pages, Spartans are still the beast! They were number one in 2011 and again in 2015. Out of curiosity, the Brands in History stats department ran the numbers and confirm that the Spartan post is by far most viewed on this blog. To this day, there is something about the Spartan culture that absolutely keeps them top of mind when it comes to ‘brands in history’ and our collective memory. Although the film 300 didn't hurt.

What a great story that 300 men led another 3000 against a vast army estimated at somewhere between 500,000 and a million men. In modern times there is little such fortitude—at least not since the Alamo. In doing so they averted the absolute destruction of Athens, whose culture laid the groundwork for what would become western civilization. Had it not been for the Spartans, the western world might look very, very different (see It's all Greek to me).

Okay, but what other posts are popular? There have been some changes, Achilles has fallen out of favor and replaced by the number two favorite, Florence Nightingale. This lady with the lamp solidly earns her spot is one of two women in the top five, but not the only women having earned a place with Brands In History. Still, Nightingale was an interesting woman of her time—not only founding modern nursing, but that she was also quite a statistician, or that she never married. Nightingale believed she should devote her life to Godly work. 

The number three slot goes to Alexander the Great. He and Nightingale helped displace Achilles. Not a surprise, really. Alexander is a huge figure from history—both fact and fiction make him a branding force to be reckoned with. Let's face it, he conquered much of the known world of his day. When he died, his generals split up that world, which leads us to number four—Cleopatra, the other woman in the mix. 

The opening paragraph in this popular post says it all: "Cleopatra was the naughty minx of Egypt who wasn't afraid to commit her assets to win an objective. She was simply one of history's deliciously bad girls who consciously and brilliantly cultivated her brand." Her connection to Alexander? Cleopatra descended from Ptolemy, one of Alexander's generals. 

And then there is the Red Baron. He's held the number five slot for all 12 years. Oddly, five is the same number of air-to-air victories required to become a flying ace. The Baron's full name was Baron Manfred von Richthofen and he is the most enduring brand from the First World War. His mark on history is the fact that he alone racked up 80 air combat wins during the war in less than three years. He is still universally regarded as the "Ace of Aces" and studied by aviators. 

A little note on all these is that each comes from the first year of Brands in History. They were all written in 2011. But the real takeaway here is that the popularity of these figures reveals what we admire: The heroism of the Spartans, the compassion of Nightingale, the vision of Alexander, the determination of Cleopatra, and skills of the Red Baron. The other thing it teaches us is that the past is so much more than dates, mummies, or dusty artifacts. These were people who often had an acute sense of their public images and how to mold their personas. They were the first brand experts.

You are invited to explore all the entries on this blog—and maybe discover something you did not know. 

A big and bright brand

Newbies and visitors don't get it until they've spent some time in Texas. It takes a while to acclimate to the can-do-attitude—that around every corner is an opportunity, and that everyone is a friend (until they're not). It's a place where people are proud of their heritages, be they of Asian, African, Hispanic, or European decent. Just put in a good day's work and love your family and you're golden. But there is something else. Texas has the singular distinction among US states that it was once a sovereign country. That's what feeds the sense of independence among residents. 

March 2nd marks Independence Day for Texas, when she officially broke away from Mexico ruled by a despot. It also lit the fuse for some big moments in history, the first being the siege of the Alamo in Sant Antonio, Texas. There followed moments of heroism and horror, all culminating in the Battle of San Jacinto. It all combines to represent the epic struggles between freedom fighters and despotism—the fall of valiant forces hopelessly outnumbered. 

There were close calls, like the Texas provisional government being on the run ahead of a massive army. Few non-Texans realize that on the night before the great battle at San Jacinto, Mexican forces nearly captured the president of Texas, who narrowly escaped by canoe along the Buffalo Bayou, reaching an old riverboat to chug him toward a fortified Galveston. Even fewer realize that Texas forces were bracing for a slaughter. But it was an odd turn of events on a prairie near Brays Bayou that revealed Santa Anna's strategy—and his error in thinking. That moment turned the tide for Texas, setting the stage for an epic victory on the 21st of April, 1836.

Texas icons of its struggle for independence have become brands of history in their own rights. The Alamo, Sam Houston, and Jim Bowie. Why, even Texas herself is a brand all her own. The entries listed below hint at what makes the Lone Star State so unique, not only in the minds of her citizens, but also around the world. And why, when someone utters the word, Texas, the mind swirls in a torrent of expectation. 

Therefore, submitted for your approval...Texas!

Remembering the Alamo - As Thermopylae is to most Greeks, so is the Alamo to most Texans. And while the Alamo is one of two defining moments which helped establish the Texas brand identity, the Alamo is its own stand alone brand. Click here to understand how.

Sam—I am no Wellington - Sam Houston lived many lives, but it was in Texas that he met his destiny as a commander, and as president. Click to learn more about this unusual hero.

Now that's a knife - Jim Bowie earned his legendary reputation with his signature knife long before the Alamo. Click to find out why he may be the toughest man in history.

Celebrating a really big brand - Texas! The very sound of that word evokes an expectation. Click to learn what makes the Lone Star State such a big brand.

Branded Women

Women make up some of history's most fascinating characters, turning accepted convention of their day flat on its ear, and forcing modern readers to rethink "traditional" female roles. Yeah, these women were anything but conventional. They kicked the idea of a "man's world" squarely in the jewels.

Forged by Fire...  Joan of Arc: The original Iron Maiden and perhaps the toughest woman in history. Oh, and she was merely a teen.

The Lady with the Lamp  Florence Nightingale lit the way for modern nursing, feminism, and statistical investigation.

The Wrath of Mom... Warrior Queen Boudicca wreaked havoc on Roman forces in Celtic Briton, following outrageous and deplorable Roman acts on her family and tribe. See how this forceful woman pulled together scores of allies against a would-be indomitable enemy.

Lost Brand...  Amelia Earhart flew into history like that girl that rolls into your life with thunder, and she abandoned us just as suddenly. What she carved out, however, was a path for women pilots to come and an unsolvable mystery.

Cleopatra—Girl Had Skills... She was simply one of history's deliciously bad girls, yet she consciously and brilliantly cultivated her brand like no other woman in history.  

Only Spartan Women Give Birth to Real Men  At the bottom of the entry on Spartans, there is a significant extra on Spartan women. It is highly recommended.

Honored Brands

This is not the first use on this site of the Klingon saying, "The honor is to serve." But on such a day honoring veterans, it remains applicable because while stated by a fictitious character, it nicely sums up the spirit of the men and women who served in our armed forces—and very much those who have served and sacrificed in the defense of our nation. On this day, BIH highlights those who've honored our country with their service and, as well, those brands that are the source of many military traditions. A common thread among those who served, and those who currently serve, is a team united in cause and vision.

Submitted for your review...Honor Brands. 

Red Tails - The Tuskegee Airmen represent some of the most heroic and honor-bound men that have served our nation. Read their story and find national pride.

Flying Tigers - These were the tough guys, the streetfighers of World War II. They came, they saw, they kicked butt and chewed bubblegum.

George Washington - No lie—George Washington was a man well prepared to lead our nation against the British. If there was one better, he never surfaced. Not only did he serve our budding nation with honor, his leadership demonstrated a deep conviction for that which he fought.

Living in Infamy - Pearl Harbor was a watershed moment for the United States of America. Reminiscent of Hannibal's defeat of Rome at Cannae, Japan made the same errors and let loose a sleeping giant.

Just a little bigger - Abraham Lincoln was never a soldier, but he studied hard about military history and tactics while leading a nation through a divisive war. And for his duty, he gave the ultimate sacrifice.

Spartans are Beast: If you want a lesson in teamwork, then the Spartans should be on the coaching staff. Just 300 Spartans held off Persia's King Xerxes and his massive army for three days. Yeah, there were Greek brethren there too, but they scattered quickly. The Spartans stood their ground and gave the Persians a sound spanking before being overrun.

Samurai jacked: These are Japan's ancient warrior class. On arrival to the battlefield, they'd scare the Zen out of their opponents. All samurai lived and died by the Bushido—a code that bound them together in ferocity, devotion to duty and master, and an "all-in" willingness to die in battle. It just makes you want to see a match-up on Deadliest Warrior between 300 samurai and 300 Spartans. 

Note: Originally posted November 11, 2019.

And darkness falls, yet again

 Once more unto the breach of fear and horror. It is that time of year when darkness falls across the land and the midnight hour is close at hand. Creatures crawl in search of blood, to terrorize the neighborhood—and whosoever shall be found without the soul for getting down, must stand and face the hounds of hell. We bring the funk of forty thousand years, while grizzly ghouls from every tomb are closing in to seal your doom. Fight though you might to stay alive, your body starts to shiver. For no mere mortal can resist the evil of the ... thriller*!

The werewolf—found in ancient texts as far back as those by Herodotus, references to werewolves were not flights of fanciful horror. They were believed real and several accounts given by eyewitnesses. Indeed, it was reported that a Scythian tribe morphed into werewolves one each year, changing back after a few days. Here is more ancient evidence of the werewolf's curse.    

The mummy’s initial service in the horror genre began with The Mummy! Or a Tale of the Twenty-Second Century. This science fiction novel made mummies weird right from the start. Written in 1827, the odd twist was dropping an ancient mummy into the 22nd Century. It’s like a demented Buck Rogers. Of course, Bram Stoker (of Dracula fame) did his part to stoke the horror perceptions of the gift-wrapped demons. Together with other storytellers, Loudon and Stoker built the foundations for mummy awareness. Here is the answer to what spurred fascination with these mindless, stomping corpses of the past.

Dracula impaled victims made up of political opponents or Turks captured on the battlefield, and left them to slowly slide down a wooden spike in agony and without mercy, until they bled out. Death often took days. The near dead and corpses were left on the spikes as birds pecked and tore at their rotting flesh. Here are the answers to why Dracula scare invading Turks.

*Introduction unabashedly lifted from Michael Jackson's song, Thriller.

Viva Villa—the Centaur lives on!

This is a throw back to a post from 11 years ago. As it's Hispanic Heritage Month, well, it seemed appropriate. Therefore, resubmitted for your approval:

Villa rides! He is Francisco "Pancho" Villa, the enduring brand as the iconic Mexican bandit to most Americans and Mexicans. To Americans, Villa is the quintessential Mexican bandit as characterized in films such as the Treasure of the Sierra Madre, The Professionals, and Blazing Saddles. And to most Mexicans, Villa is a legendary folk hero along the vein of Robin Hood—fighting for not only Mexico's poor and downtrodden, but Mexico herself.

The reality of Villa was that in as much as he really was a bandit, and a ruthless killer, there was another side to his brand that cements his immortal status. Far more than a simple criminal is the amazing revolutionary who passionately fought for a constitutional government against the conspiring dictators like Porfiro Diaz.

To this day, Villa is remembered with immense pride by most Mexicans.  Rightly so, really. An effective leader, he is celebrated for having led the most important military campaigns of Mexico's revolution—and winning most of them. When speaking with Mexicans about Villa, especially those of the northern regions, do not underestimate the respect this brand still commands.

Villa was born circa 1878 as Doroteo Arango in San Juan del Río, Durango. The son of a sharecropper, his life was typical as a Mexican peasant.  He knew all too well the hard life of his class, and that too often peasants were little more than slaves.

Manhood came to Villa at the age of 15 when his father died, leaving him to work in the fields to support his mother and four siblings. Yet within a year, he would be set on the path dominating the rest of his life. Coming in from the fields, Villa found the landowner about to have sex with his 12-year old sister. Some historians record it as rape. Either way, Villa became incensed, grabbed a pistol and shot the offender. 

From here, there is a burrito supreme-wide gap in the "official" record for the next 4-years or so. We do know that within this time frame Arango changed his name to Francisco Villa. "Pancho", by the way, is a Spanish nickname for Francisco. And Pancho Villa rolls off the tongue. Of course, the whole idea of a name change was to confuse the law. It was also a major step in repositioning himself from sharecropper to, well, something else entirely.

We do know he worked here and there as a miner, a laborer, even as a wholesale meat-seller. Although the latter is in the official government biography, historians note that it is a metaphor, meaning  that Villa sold stolen cattle. But hey, the prices were wholesale!

Around the turn of the century, Villa discovered bank robbery and added it to his criminal repertoire of cattle rustling and murder. This is about the same time he established himself with a band of bandit followers and dug in somewhere in the sierras. That is, until Villa made his historical transition from bandit to revolutionary in 1910.

Joined by his men, Villa sided with the forces of Francisco Madero. Apart from how we perceive the man, Villa was reportedly very charismatic—at least enough to ably recruit an army of thousands, including American mercenaries.

Unfortunately for Villa, he was on the losing side of the revolution. Although Madero enjoyed a short-lived victory, he was assassinated. However, Villa so earned the respect and regard of his enemies that he and his forces were permitted to remain intact. Based in Chihuahua, Villa ruled over northern Mexico like a medieval warlord. He financed his army by stealing from the endless cattle herds in northern Mexico and selling them north of the border. Sometimes the sale was outright cash, other times Villa found willing American merchants to trade for guns and ammunition.

Villa sits to the left.

Perhaps out of the caricature of bandits, but worthy of note, is that Villa did not drink. He did love to dance and had an affinity for the ladies. In fact, he supposedly married 26 times. And here is something else out of mold. Villa was an avid swimmer and would run to stay in shape.  Huh, go figure.

Even though Madero was gone, and there were interim presidents/dictators, the revolution kept on. And as these things often go, a split formed among the revolutionary leaders. The result meant that Villa squared off against former allies, sort of, Obregón and Carranza. Of course, and despite that this was an internal affair, the U.S. got in the middle of it ... a couple of times and not on the same side twice. At this point in the mess, the U.S. supported of an opposition presidency. Understandably annoyed, Villa raided a few U.S. border towns, the most famous raid being on Columbus, New Mexico.

Villa's brand in the southwestern U.S. was pretty strong up to this point. But the raids dropped his stock significantly. On the flip side, Mexicans saw Villa as an "avenger" of American oppression. Apparently they'd forgotten Santa Anna.

At any rate, all this led to Villa's eventual defeat. The Mexican government accepted his surrender and, once again, let Villa live. He retired on a general's salary to Canutillo, Durango. The terms of his retirement prevented him from engaging in any politics. However, Villa couldn't help but be Villa. The result was his assassination in 1923. Still, in nearly a century, the bandit's brand lives on. Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.

Villa was a daring tactician. He won 9 of 13 significant engagements during the revolution. Whether in battle or in negotiation (diplomacy would be too refined for some of the encounters with Villa), Villa knew how to turn the tide in his favor. He was forceful, convincing and successful—the strongest of all metrics.  In modern vernacular:

He came, he saw, he kicked butt!

2. Devise a distinctive way to articulate the brand position.

A lot of Pancho Villa’s fame is due to his flamboyant personality which he deliberately cultivated. He used the budding Hollywood media by appearing as himself in several early movies. This reinforced the popular image of Pancho Villa as a fearless horseman battling the forces of injustice (Can you say Robin Hood or Zorro?).

3. Develop a focused brand personality that customers can use to recommend or introduce your company to others.

In reality, Villa's brand personality was unto himself—Villa. And that name said all that was necessary to convey personality, concept, and brand experience. Of course, there was "Viva Villa!" But Villa was enough to encapsulate the entire brand in just two syllables.

4. Establish graphic standards.

No one put their personal stamp on the American perception of the Mexican bandit more than Villa. And he wholly owned the style. He sported a bushy mustache, the sombrero and the bandolier full of bullets. Moreover, he was an accomplished horseman. He often made sure he was photographed or recorded in movies riding into battle, exhibiting superior equestrian and fighting skills. In fact, he had a nickname beyond Pancho. The Centaur of the North because of his abilities in horsemanship. Not bad, since it also gave a mythical quality to the man. 

5. Implement internal branding programs to reward employees for behaving in ways that are consistent with the brand personality.

Villa had a multi-pronged program to incentivize support for his brand. Faced with a stagnant economy, Villa issued his own money; if merchants refused to take it, they risked being shot. Executions, which Villa often ordered on a whim, were usually left to his friend Rodolfo Fierro, so the brutality wasn't directly on Villa himself. On a generous side, and in true Robin Hood style, he broke up vast land holdings of local landowners and parceled them out to the widows and orphans of his fallen soldiers.

6. Consistently and uniquely execute the branding program.

Villa was persistent in his pursuit of a constitutional government for Mexico. He was further consistent in his tactics, his reward for service and his punishment for opposition. Yet he understood the benefit of a communications program, too.

At the height of Villa's popularity as a folk hero in the U.S, Hollywood filmmakers and U.S. newspaper photographers were on Villa like paparazzi. They captured his battle exploits, and others, many of which were staged for the benefit of the lens. And therefore, he put the best light on himself to target audiences outside his direct sphere of influence. It helped him gain support––political and financial.

Pancho Villa was the poster child for Mexico's wild side. Rebel, thief, general of the Mexican Revolution, and invader of U.S. territory—Villa was a man as complex as his country, and despite his dark side, you have to have a sneaking admiration for his abilities. The fact that his brand is living long is proof—Viva Villa!

Adios!

A Prickly Brand

A s the northern hemisphere emerges from cold temperatures,  we're again heating things up with love. Florists are thriving. Restaurants are packed. And even a few travel destinations are booked. And it's all due to this chubby little cherub that's one of the most ancient of brands—the mischievous little archer that makes an ass of many would-be lovers and gives others just the shot in the arse needed to win over a heart. Cupid is his name, which is Latin for "passionate desire". Ah, but the Romans don’t have sole claim over this nekkid troublemaker. Like much of its culture, Rome swiped its mythology from the Greeks, and Cupid is no different. He was known to ancient Hellas as Eros, the god of love. And since Greeks were a particularly randy lot back in the day, they portrayed him as a healthy young adult male—sort of a Magic Mike of the classical world. Eros makes his first literary appearance around 700 B.C. His origin story varies but ultimately he was dubbed the son of Aphrodite and Zeus.

Stringing his bow, original by Lysippos.

His job? To “incite an erection”—well, along with all the passion and devotion pursuant to amorous endeavors. However, our little angel can switch to demon in a heartbeat because he liked souring the love potion. You see, while the pierce of his golden arrow inspired love, Cupid also carried lead arrows. Those caused the struck victim to be repulsed by whoever pursued them. Apollo suffered this fate when hit by Cupid's golden arrow while the object of his affection, Daphne, was violated by a lead one.

Over time, Eros evolved from a hansom, human-like specimen to Rome’s Cupid, having wings. The arrow and quiver came into play here. Both the wings and the arrows would stick from then on, although as we passed through the Dark Ages and into the Renaissance, Cupid became a cherub or child-like angel. That’s not to say that Renaissance art doesn’t have a more Romanesque version. It does. But the dominant apparition to emerge by the 18th and 19th centuries is the chubby-cheeked, mischievous baby angel.

Whether Greek, Roman, Renaissance, or post-millennium, Cupid is a brand attribute, a position statement, and brand personality—an icon, really. Love and passion are central themes and define the brand attribute of Cupid. Those are, after all, the brand promises, as well. And nothing is more central to the human condition than love’s fulfillment of the heart and expressed in pleasures of the flesh. Our history is written by love and all that it implies. Indeed, Cupid’s motto dates back to the 1st century BC with the Augustan poet Vergil,

Omnia vincit Amor: et nos cedamus Amori.

Love conquers all, and so let us surrender ourselves to Love.

Therefore, my friends, Happy Valentine's Day.

Note: this is an updated version of a prior post. 

Ancient Marcom: More Like Today Than You Think

This is old but it's about to be new because I've received a few"asks" to make this current. Therefore, submitted for your approval:

Marketing communications (marcom) remains a game of strategy, the winning approach incorporating the right mix of the right message, the right brand, and the right audience, using whatever targeted tools are on hand at the moment of dissemination. Modern arsenals are loaded with channels of communication, but way back in the day, it was word of mouth that was king. But how did ancients ignite the verbal firestorm, the chatter that would spread your message as far as the frontiers of your nation-state, or beyond?

I know. Can one really talk about “ancient marcom,” especially in comparison with the hyper-digital age? Yes. The foundations are the same—it’s the tools that evolve. And just as a matter of opinion, though well-substantiated, every stride man has ever made began with a marketing pitch, an effort to convince someone of something—and that pitch didn’t have to be about commerce, but it was always about getting someone to buy-off on an idea. Always. So marcom was born with that first message needing to be sent in order to persuade someone to engage in some activity: a trade, building a fire, going on a hunt, family or tribal politics, or military action—even sexuality. Oh yes, it could be definitively said that sexuality was, and is, a primal driver of promo­tion and persuasion.

"And so marcom was born with that first message needing to be sent in order to persuade someone to engage in some activity..."

Early channels of communication started with something as simple as a face-to-face pitch grunted at the mouth of a cave and then included public oration with animated-arm move­ments around the campfire. Beating rhythms on a hollow log ex­tended audience reach across valleys or along vast plains. Regard­less of however primitive intended exchanges may have been, their common purpose was to convince someone of something’s value, or to share a vision or objective with the family, the tribe, nearby tribes, perhaps even nomads. Civilization was evolving because of communication. Controlling fire was a great development, but it was the ability to relay an idea that fanned the flames of progress and established Homo Erectus as the species to contend with.

Along with man’s progression into organized communities—camps, hamlets, villages, towns, and then the inevitable metropolitan city-state—marcom evolved in parallel. Campfire storytellers evolved into heralds, standing at town centers to cry out news, official announcements, and, sometimes gossip. And this is where the Babylonians enter the picture by introducing the street barkers. 

Barkers are a simple concept. Pay someone willing to stand in public and yell out a message, repeatedly to passersby—whether it was public decrees by leadership, a sale, or an event. During the rise of the Greco-Roman eras, barkers evolved into orators. Orators were actually trained in delivering messages with the objective of persuasion. Even when hired to regularly “broadcast” news at specific times of day in specific centers of the city, it was never done so with journalistic objectivity. Just like today, the message was not to be confused by the facts.

By the time of Julius Caesar, Rome had even introduced social media and innovated public relations. Romans were notorious for employing an ancient version of Twitter, which was the hiring of professional “gossips” to spread the word on various subjects. These could be good or bad, but always juicy details—true or not—about politicians and policy, patrician celebrities, military leaders, or just something big coming, such as entertainment spectacles, gladiatorial combats, executions, or even market sales and particular product availability. Gossips worked the streets, eating establishments, social gatherings, the halls and anterooms of the Senate, etc. 

"Romans were notorious for employing an ancient version of Twitter."

Many gossips and her­alds mined their fodder from Julius Caesar, himself an adept public-relations hound. While on his Gallic conquests, he sent dispatches back to Rome, highlighting his exploits and victories, as well as providing a detailed accounting of the spoils of war, which he won for distribu­tion among Roman citizens, thus earning their admiration. Individually, these were exciting press releases from the front. Ultimately, they would be assembled in what is called, The Gallic War: Seven Commentaries on the Gallic Wars, Caesar’s version of The Audacity of Hope. 

"Writing with a marcom purpose first appeared around 1800 BC."

Writing, however, did not originate from Rome. That honor goes back to ancient Persia—mainly within Babylonia, hovering around 2500 BC. But writing with a marcom purpose first appeared around 1800 BC in the form of a clay cone. While this artifact now resides in Paris’ Musée du Louvre, it was once passed around the citizens of Sippar, a town near ancient Babylonia. Its cuneiform inscription dates back to the time of King Hammurabi, the author of the famous Code of Hammurabi, which are decrees remarkably similar to the Ten Commandments but predates the Commandments by 200-years. Nevertheless, the takeaway is that the “cone” was a keepsake, of sorts. It commemorated Hammurabi’s building of city walls to protect Sippar during the first half of the 18th century BC.

It was almost a thousand years later when another Babylonian icon gave us more evidence of his culture’s marcom innovations. Cyrus the Great ruled over Neo-Babylonia, more commonly called the vast Persian Empire, between 559 and 530 BC. To put this into perspective, it was during Cyrus’ time that tensions between Athens and Persia began, culminating in the Battle at Marathon, and later at Thermopylae, which made Sparta’s 300 so famous. And while Athens was somewhat irritated with Cyrus, the reality is that he was a pretty tolerant leader—and considered a very progressive thinking one. We get this from the Cyrus Cylinder.

The Cyrus Cylinder is just that, a terracotta cylinder with a lot of cuneiform writing all over it. The author was a master at writing to fit. In just 45 lines of text, the content is reminiscent of either a State of the Union speech or an annual report—perhaps both. Subject matter includes an in­troduction reviling Cyrus’ predecessor while associating Cyrus with a popular deity, including a prayer on behalf of Cyrus. It further details Cyrus’s royal titles and genealogy, and his peaceful entry to Babylon. The author also commends Cyrus’s policy of restoring Babylon and declares that Cyrus improved the lives of citizens, enabled the people to live in peace, repatriated displaced peoples, restored temples and cult sanctuaries, as well as increased the offerings made to the gods. Finally, it lists and details the Babylonian public-works activi­ties ordered by Cyrus.

"Cyrus was extolling his brand in quite a sophisticated manner—this cylinder was essentially his value proposition to the people of Babylon." 

Cyrus was extolling his brand in quite a sophisticated manner—this cylinder was essentially his value proposition to the people of Babylon. No doubt that Cyrus the Great was a peach of a king, but the Cyrus Cylinder is a gem of propaganda. The British Museum, where the cylinder is housed, describes it as an artifact of Mesopotamian “propaganda that reflects a long tradition in Mesopotamia where, from as early as the third millennium BC, kings began their reigns with declarations of reforms.”

The Cyrus Cylinder also reveals another Babylonian marcom innovation, “sponsorships.” We think of corporate logos plastered all over stadiums and skyscrapers, but the whole idea was born out of Babylon. Sponsorships allowed kings to stencil their names on the public works they’d constructed—temples, bridges, gates, stat­ues, or obelisks. Not just their names, mind you, but their deeds were carved or etched into stone, extolling their awesomeness. In effect, they put their stamp on something seen by everyone who either lived in their territory or visited it.

The modern evolution of sponsorships was already evident by the time of the Colosseum in Rome. Senators and other influencers purchase box seats at the arena—not unlike having season tickets and suites at today’s stadiums. They carved their name or message on the stone facing the center of the stadium so that citizens attending the games or event, would get a messaging “touch.” This tactic has not changed.

"But their deeds were literally carved     or etched into stone, praising their awesomeness."

Modern communicators like to think they are clever—espe­cially the gorilla marketers. But even then, the ancients were way ahead. Besides directly displaying their obvious charms to potential clients, prostitutes of the ancient world used a very clever chan­nel. The soles of their sandals were carved so they left an imprint that read, follow me on the ground as they walked. Talk about tracking your results.

Along one of the main roads in the ancient Greek port of Ephesus, there are well-worn cement blocks. In the lower corner of many of these pavers is the etching of a woman, presumably Aphro­dite. Beside her is an impression of a left foot, which supposedly tells one to look on the left side of the street. There are other images carved into the stone, but according to guides, these stones are early adver­tisements, essentially saying that “If you walk straight along this road, you will find women on the left side of the street. They will give you love for a price.” In other words, this was an ad for a local brothel.

"Marks identifying a particular brothel engraved into paver stones denoted some level quality..."

Similar stones can be found in other ancient port cities. Marks identifying a particular brothel engraved into paver stones denoted some level quality, be­cause if the house could afford the stones or craftsmen to engrave them, then they must be of quality—or at least popularity. Very often, such marks were akin to logos, symbols used to convey identity. They were a referent for those unable to read or, at least, unfamiliar with the written language of the land that they were in. In the ancient world, logos were a quick conveyance of what something was or what one might have gotten out of it.

It's understandable to a degree that a persistent misconception is that logo and brand are synonymous. They are not. And for explanation's sake, let's start with the origins of the expression "branding." The term is taken from "firebrand"—using a red-hot stick or metal to burn a mark in something, including livestock. While most of us associate the latter with the American west, the Egyptians were doing it well before the Christian era. Regardless of whether you’re describing stockyards in Tanis or Tombstone, the idea is the same and based on a unique or distinctive symbol burned into the flesh of horses, cattle, sheep or whatever. That symbol differentiates one person's livestock from another's. But that symbol, which could be interpreted as a logo, has absolutely zero value if you know nothing about it. The cow, and the resulting meat or breeding stock, could be quality or questionable. The symbol is meaningless without something of perceived value or experience associated with it. And value—real or perceived—is where branding comes in. Indeed, that is what defines a brand.

"That symbol differentiates one person's livestock from another's. But that symbol, which could be interpreted as a logo, has absolutely zero value if you know nothing about it."

Branding is about reputation, and reputation is the brand—what a prospective buyer or even the receiver of a simple message expects from the seller or the message bearer. Word gets around when a merchant sells junk or treats customers poorly. We know (or should) which information sources are about fluff or intentional misdirection. Even in personal branding, there are those people whose opinions are trusted, and others less so. All of that equals what marcom professionals refer to as "expectation." Then as now, the successful cultivation of expectation included the contemporary concept of "user experience," which is defined as a whole slew of things between a customer finding a merchant or service provider, to satisfaction after the sale. The essence of it all was the same as today, but especially crucial in the ancient world. The intended or desired public perception of one's brand depended on getting the word out—which meant using the channels of the day, including but not limited to gossips, orators, and clay cylinders—all firing up the Twitter of the ancient world, known as word of mouth.

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Ole Blood and Guts

General George S. Patton was the hard-charging, hard-talking, and hard-nosed “S.O.B.” remembered as much for his mouth as for his command abilities. In terms of military campaigns, his noted successes include North Africa, Sicily, and the opening months of America’s incursion into France. He is also credited with collapsing the NAZI offensive in December of 1944, known as the Battle of the Bulge. From an overall military standpoint, Patton is highly regarded as a commander. And he was bred for the role.

Military life was literally in Patton’s DNA. He was born to a wealthy family, both in terms of money and in rich military legacy. He is descended from Hugh Mercer, a hero of the American Revolution, and before that Mercer served with British forces during the Seven Year’s War. Patton’s grandfather commanded Confederate infantry during the Civil War, and his great uncle was killed at Gettysburg. Although having never served in the military, Patton’s father attended the Virginia Military Institute. No doubt that discipline and regimen were familiar concepts in the household, but owned wholly by young Patton was his determination.

Learning to read and write did not come easy to young Patton. And they would challenge him even into his college years. But he stuck with it and, with the help of a tutor, he grew into a hungry reader and even wound up writing poetry. He focused on military history––the classics, such as Julius Caesar’s Commentaries, the campaigns of Joan of Arc, and the exploits of Scipio Africanus (the Roman commander who defeated Hannibal and obliterated Carthage to end the Third Punic War). Those are big names to be sure. But they exemplify his focus and that all decisions aimed him in the direction of a military career, the only career he ever really wanted. Knowing that West Point (the US Military Academy) was likely out of his academic reach, at least initially, Patton settled on Virginia Military Institute (VMI) for his first year of college. But that was no cakewalk either. To this day, VMI is known as one of the most rigorous military academies on Earth. Still, Patton performed well enough academically and on his entrance exams to be accepted at West Point for the following year.

West Point curriculum hammered Patton, even to the point of having to repeat his first year, although he never yielded. Well understanding his differentiators, Patton conquered the military aspects of academy life by excelling in military drill. He quickly rose in cadet ranks and became well known and respected, not just for his performance in uniform, but for his athleticism, as well. Patton played football, participated in track and field, and the West Point sword team. He was also an excellent swordsman. So athletic was Patton that following his graduation from West Point, he was selected as the US Army’s entry in the 1912 Olympic Pentathlon. He finished fifth overall and was the top non-Swedish finalist. His performance was so impressive, he was later selected for the 1916 Olympics, but those games were canceled due to World War I. Even after the 1912 games, Patton continued studying fencing. Ultimately, young Patton became the US Army’s first officer to be conferred “Master of the Sword.”

All this lays the groundwork for the emergence of the Patton brand. But it was in his assignment to border patrol along the US/Mexico frontier that the Patton brand began its coagulation. And it came in two parts. Part one was the simple fact that Patton typically wore a sidearm, but due to an accidental discharge, he swapped his model 1911 Colt .45 automatic for an ivory-handled single-action revolver. Part two was courtesy of Pancho Villa.

A border war broke out between the US and Mexico in 1910, coinciding with the Mexican Civil War. Civil or not, wars have a habit of spilling over neighboring borders. And to be honest, relations between the US and Mexico have always been on the sketchy side. So when the US government came down on the side not backed by Villa, he was irritated. His men raided a small town a couple of miles north of the border in New Mexico. The town was burned and sacked with particular emphasis on American civilians and military being killed.

In those days, the US did not tolerate incursions into American territory. Patton finagled himself an assignment to Major General John J. Pershing, then-President Woodrow Wilson’s choice to lead what became known as the Pancho Villa Expedition. Patton impressed Pershing with his logistical abilities. He also saw much of his own leadership style in the young Patton. That style was tested on May 14th, 1916 as Patton led the first-ever motorized attack by US forces. That attack killed three of Villa’s men on a foraging expedition. This small success and Pershing’s favor would lead to Patton’s promotion from 1st Lieutenant to Captain in 1917, and to Patton again joining his mentor in Europe.

By this time, Europe was three years into World War I, ever since a young Bosnian Serbian dissident assassinated Archduke Ferdinand of Austria because of territorial disputes. In some corners of the US, it is still commonly thought that the sinking of the RMS Lusitania by a German U-boat on May 7, 1915, drew American response. The truth is that President Woodrow Wilson insisted America keep cool; however, he demanded that Germany cease attacks on passenger ships. Not only did Germany renege on its promise to leave civilian ships out of the fight, Germany also made a critical blunder. The German foreign minister sent Mexico what has come to be known as the Zimmermann Telegram. It’s called that because the German foreign minister was Arthur Zimmermann. It asked Mexico to enter the war on Germany’s side, and in return, Mexico would receive funds to support its continuing border wars with the United States. Specifically, the telegram addressed the goal of helping Mexico reclaim Arizona, New Mexico, and Texas. Allied agents intercepted the telegram, and its contents were subsequently released to the American public.

Patton with an early tank in France.

No Bueno. Nein. Not gonna happen. The US declared war and within months, thousands of American servicemen were on their way across the Atlantic with Pershing and young Patton ahead of them. Now, this is key. Patton shifted focus from infantry to tanks. He attended the French Army tank school, drove tanks and toured factories, as well as interviewed British tank commanders. World War I was the birth of mechanized tactics, and Patton was studying hard.

In the closing months of the war, the Patton brand expectation strongly developed. He commanded tanks in battle, once even riding on top of one during an attack so as to inspire his men. On another occasion, he walked in front of a tank as his unit entered an enemy-held village. In advance of an attack, he personally performed a reconnaissance mission. From the outset of his command of tanks in WWI, he ordered no tank to ever be surrendered. He continued leading assaults until he was wounded, although he continued directing the action for another few hours before being evacuated to a hospital. Yeah, old blood and guts had arrived. Though that nickname was over two decades away.

The next two decades saw Patton press to develop US armored warfare—better tanks, adapting tanks from infantry support to independent fighting forces, refining tank operations, and more. He met Dwight D Eisenhower, who often agreed with Patton’s efforts. Concurrently, Patton graduated and then spoke at the General Staff College, as well as the Command and General Staff College. At one point in the quiet years between World Wars, Patton was assigned to Hawaii and responsible for its defense. He drafted a contingency plan called “Surprise” which was based on a presumed air raid of Pearl Harbor. That was in 1925.

Peacetime often bounces officers around to different postings, as well as in and out of continuing military education and professional development. It was no different for Patton. But he distinguished himself in almost every case. By 1938, he was a prime candidate for promotion to general. That happened in 1940 when he became a brigadier general and was given command of the 2nd Armored Brigade, 2nd Armored Division. It wasn’t long before he rose to Major General and took over the whole armored division. He became the head honcho of armored doctrine within the US Army. Repeatedly he demonstrated outstanding command abilities, once even completing two days worth of planned objectives in only nine hours. On the heels of the Pearl Harbor tragedy, Patton was assigned the 1 Armored Corps. Almost immediately, he began training for desert warfare in anticipation of North Africa—and Rommel.

Therefore, submitted for your approval…

1. Determine the most appropriate brand-positioning attribute.

Hard-edged and packed with sheer will.

Follow me or hit the highway

2. Devise a distinctive way to articulate the brand position.

Patton’s essential armored strategy was for his forces to stay in constant contact with the opposition. His instincts, and personal preference, were to always be on the offensive. In fact, when he was once asked if the Third Army's rapid offensive across France (1944) should be slowed to reduce the number of U.S. casualties, Patton’s reply was, "Whenever you slow anything down, you waste human lives."

Remain in constant contact with opposing forces and press forward—ever forward.

3. Develop a focused brand personality that customers can use to recommend or introduce your company to others.
Patton loved the heat of battle—perhaps even the idea of war itself. It was this Klingon enthusiasm for engaging the enemy that led soldiers to dub the old man as, “Old blood and guts,” and joking that it was his guts but their blood.

Old blood and guts

Supplemental to Patton’s view of war and warfare was his demeanor. The man was gruff in his presentation and his language. Patton delivered speeches to his men with all the eloquence of a sailor on leave (full of curse words). He did so because he believed if you “give it to ‘em hard they’ll remember it.”

4. Establish graphic standards.
Patton was sharply aware of image and public perception. Throughout the interwar decades, Patton’s command abilities made headlines. Americans knew who Patton was, and he very much cultivated the warrior image they saw. That persona was represented in no small part by his crisp-looking uniforms, but Patton was the only general who wore ivory-handled pistols—which he began wearing in the days just before engagements with Villa’s forces. They became his signature.

Ivory handle pistols 

5. Implement internal branding programs to reward employees for behaving in ways that are consistent with the brand personality.

Patton highly regarded his men. He trained them hard, drove them harder in actual battle. His expectations were high. And to help his men meet those expectations, more than most other commanders, he made sure his men had what they needed wherever possible. When they had done their duty to the best of their ability, even beyond, and especially at personal cost, he honored them.

6. Consistently and uniquely execute the branding program.

Patton always wore his full uniform, including necktie in the field, he expected every soldier to do the same. And he demanded the level best from every man, regardless of obstacles. He led with rigidity, but he also led from the front. Few today realize that during battle he was always somewhere around the front lines. In one eyewitness account, a bridging unit was pinned down by German machinegun fire from overlooking cliffs. Aside from the gunfire, they were having difficulty finding solid crossing. Suddenly they hear a siren. The shooting stops and all eyes—Allied and German—were on an American jeep driving up the German side of the riverbank. It was Patton. He purportedly stepped out, unzipped his fly, and urinated in the river. That was his signal to the bridging unit to get their butts in gear. The Germans just watched the whole incident, shocked and awed by Patton’s brazen act of relief.

If you were wounded in battle, Patton put you on a pedestal. If you were a coward, he reduced you to the lowest place he could find for you. He hated cowardice. And his zeal for heroism got Patton in hot water when he slapped a soldier for being a coward. He would later apologize to the man and those who witnessed it. But he loathed cowards.

NOTE: Much has been written as to whether Patton or Field Marshal Erwin Rommel of the Wehrmacht (the German unified war machine) was the better commander. Although the two never met in battle, Rommel might come out on top to the casual observer, but the reality is that Patton had stronger tactics built on well-thought-out strategies.

The Unsinkable Brand

 A century ago the RMS Titanic steamed into the annals of disaster brands. That may sound odd, but there are those ill-fated moments that persist in our psyche—they have attributes that lend themselves to a brand experience. Some disaster brands are epic in natural scale like Pompeii. Others are man-made calamities such as Pearl Harbor. Then there are a few that are more personal because of individual and familiar faces linked to the event, like Amelia Earhart. The Titanic is a little of both.

She was thought unsinkable, and the most technologically advanced vessel of her kind—engineered to a point of luxury and safety never before known. Yet two days before completing her maiden voyage, an iceberg clipped her hull and sent the iron maiden slipping into dark and freezing waters, taking with her more than 1500 souls, and forever changing the lives of the few hundreds that survived.

The sheer thought of the largest passenger ship afloat and over a thousand people lost was more than just a jolt to people of the day. It was akin to that of the 2004 Christmas Tsunami, 9/11, the Challenger disaster, and so on. These were culture or societal-shaking events. This one wiped away not just an inconceivable number of people with one swipe, but also high-society and big business celebrities of the day, changing fortunes forever.

That's the epic part. Then there are the spine-tingling personal artifacts recovered from the wreck and their haunting familiarity. Without ever having to see the person's face, we hear a quiet roar of the tragedy in the lost child or the missing spouse, all of whom suffered those chilling last moments in dark, frightening loneliness.

A passenger's shoe on the seafloor

For more than 80-years the Titanic was a ghost—no artifacts, no sonar images, no idea at all where she lay. Only reverent silence. That allowed later generations to say, "Huh ... wonder where it is..." A luxury of detachment disappeared with her being found and documented in high definition, and with the raising of the first porcelain doll.

There's not a lot that's new in the Titanic story. Although several outlets are releasing a horde of new digitally-processed sonar mosaics, and hours of dim footage and photographs from deep inside and around the decaying hulk. Okay, so the wreck is re-imaged—again. And a previously unknown account by a long-dead survivor has surfaced.  His story is like those of other survivors—horrifying.

We've seen the wreck, we've heard or read the survivor accounts and forensic details, watched the documentaries—maybe even sat through James Cameron's 3-hour retelling of the story. Why?

It is the Titanic.

The Titanic brand is part of our collective fabric. Like her name, the brand is huge in delivering an experience—a brand experience defined by compelling words like cold, dark, lost, irrecoverable, mysterious, or empty. Just mentioning the name emotes sadness, gloom, maybe even a twinge of fear. And the part that our human arrogance struggles to overcome is that we can't fix this. We can't raise or restore her. There is no one's butt to kick in vengeance. The Titanic is forever lost.  She burns in our memory because her tragedy is so permanent. Unlike the vessel herself, the Titanic memory is unsinkable.

Just the facts: The RMS Titanic sank in the early morning hours of 15 April 1912 in the North Atlantic Ocean, four days into her maiden voyage from Southampton to New York City. Learn more at National Geographic.

Originally posted April 2012.

Presidential Icons

Icons are the pinnacle of branding. It is the arrival of a person or thing as becoming the symbol of whatever it represents. And in the cases of George Washington and Abraham Lincoln, they instantly conjure an understanding of the office of the president. They are inexorably tied—the man to lead the creation of the Union, and the man who held it together through the most trying of times for a young nation. 

Washington and Lincoln are symbols of extraordinary resolve, as is any person who is burdened with such leadership. Thus we observe Presidents' Day, although it is really the unofficial name for Washington's Birthday—that actual legal holiday commemorating the birth of our first president. We use the day to not only remember Washington and Lincoln, whose birthdays fall in February but to celebrate all those who've served in the Oval Office. However, this post is devoted strictly to the founder and the preserver of the Republic. 

Therefore, submitted for your approval...

George Washington: Our first president was a man well prepared to lead our nation against the British. If there was one better, he never surfaced. Not only did Washington serve our budding nation with honor—his leadership demonstrated deep conviction for that which he fought.

Abe Lincoln: As commander in chief for the Civil War, he was never a soldier, but he studied hard about military history and tactics while leading a nation through that divisive conflict. And for his duty, he gave the ultimate sacrifice.

A Brand of Love

This chubby little cherub is one of the most ancient of brands, the mischievous little archer that has made an ass of many would-be lovers and given others just the shot in the arse needed to win over a heart. Cupid is his name, which is Latin for passionate desire. Ah, but the Romans don’t have claim over this nekkid troublemaker. Like much of its culture, Rome swiped its mythology from the Greeks—and Cupid is no different. He was known to ancient Hellas as Eros, the god of love. And since Greeks were a particularly randy lot, they portrayed him as a healthy young adult male—sort of a Magic Mike of the classical world. Eros makes his first literary appearance around 700 B.C. His origin story varies but ultimately he was dubbed the son of Aphrodite and Zeus.

Stringing his bow, original by Lysippos.

His job? To quote a US senator, ultimately to “incite an erection”—well, along with all the passion and devotion pursuant to amorous endeavors. However, our little angel can switch to demon in a heartbeat because he liked souring the love potion. You see, while the pierce of his golden arrow inspired love, Cupid also carried led arrows. Those caused the struck victim to be repulsed by whoever pursued them. Apollo suffered this fate when hit by Cupid's golden arrow while the object of his affection, Daphne, was violated by a led one.

Over time, Eros evolved from a hansom human-like specimen to Rome’s Cupid, having wings. The arrow and quiver came into play here. Both the wings and the arrows would stick from then on, although as we passed through the Dark Ages and into the Renaissance, Cupid became a cherub or child-like angel. That’s not to say that Renaissance art doesn’t have a more Romanesque version. It does. But the dominant apparition to emerge by the 18th and 19th centuries is the chubby-cheeked, mischievous baby angel.

Whether Greek, Roman, Renaissance, or post-millennium, Cupid is a brand attribute, a position statement, and brand personality—an icon, really. Love and passion are central themes and define the brand attribute of Cupid. Those are, after all, the brand promises, as well. And nothing is more central to the human condition than love’s fulfillment of the heart and expressed in pleasures of the flesh. Our history is written by love and all that it implies. Indeed, Cupid’s motto dates back to the 1st century BC with the Augustan poet Vergil,

Omnia vincit Amor: et nos cedamus Amori.

Love conquers all, and so let us surrender ourselves to Love.

Brand Everlasting

NOTE: This is originally from 2012. Now and then I pull up an older post because, well, they remain relevant. And as we approach the 2021 Feast of the Epiphany, this bubbled up in my thoughts. 

Three kings visit the Nativity.

On this eve of the Epiphany—the Christian celebration commemorating the revelation of God the Son as a human being in the Christ Child—we explore the brand that is Christianity. Controversial, enduring, inspiring, and even misappropriated—Christianity is the faith in the life, teachings, and sacrifice of Jesus Christ. And for more than two millennia, this brand has persisted in its evolution and command of brand loyalty. 

At the core of the Christian brand is Christ himself, Jesus of Nazareth, and Son of God. Christians profess their faith that Jesus was born of a virgin, died for the forgiveness of human sin, rose from the dead, and ascended into Heaven to later return for judgment day. Those are strong attributes—meaningful to the faithful then and now. And while being born of a virgin is not unique in the history of religious faiths, it provided Jesus with divine DNA from God the Father.

Strengthening this divine heritage is his very name, underscoring the mission for which prophecy says he was sent. Jesus is basically translated to mean "Yahweh rescues".  And according to the Gospels of both Luke and Matthew in the New Testament, the angel Gabriel tells Mary and Joseph to name their child Jesus. The reason given was "because he will save his people from their sins". Right from the start, this lends a redemptive attribute to Christ. Of course, the title of Christ translates from Greek to mean "the anointed" and also used to translate the Hebrew term for "Messiah" into Greek. Combined that set Jesus up to be the Anointed one to deliver salvation.

Jesus has a well-documented life in the New Testament. Christians obviously put a great deal of trust into the text and it is within these chronicles of Christ's life, and the very Genesis of Christianity, that so much of the brand is found. Healing, miracles, firm resistance against human temptations, as well as the Crucifixion and Resurrection are hallmarks of Jesus' divine brand. But the more subtle of Christ's deeds seem to be those that have the most impact.

Jesus calls to Zacchaeus

Just in the company he kept, Jesus didn't associate himself with the upper crust of society. Indeed, his affiliations with those of lesser status and questionable reputation made him a target.

One example is the account of Zacchaeus from the Gospel of Luke. Simply put, Zacchaeus was a tax collector in Jericho—hated by everybody and in particular by other Jews who saw him as a traitor for working with Rome. On the day Jesus passed through town, he arrived early along the path Jesus would take, climbing a sycamore tree. Zacchaeus was a short man and would have difficulty seeing over the crowds. As Jesus passed, he looked up into the tree and called out to Zacchaeus by name and told him to come down. Jesus then announced he would visit his house, sending the crowd into shock that Jesus would associate himself with such a low sort.

But so moved by the gift of Jesus' undeserved love and acceptance, Zacchaeus publicly repented and vowed to make restitution for them. This is chief among the attributes of Christ—forgiveness and embracing those who are not evil but outcasts.  That's an unusual attitude for the time—one might argue even for today.

Adding to the desirability of forgiveness is the idea of an afterlife. Not all religions have a bright future for our souls. In some, we are reincarnated, doomed to relive this life until we miraculously figure out how to behave in order to move on. In others there are several levels of Heaven or Hell—sounds more corporate than ethereal. And still, others believe there is nothing beyond this life at all. So the Kingdom of Heaven can really resonate if you ain't tickled with the status quo.

But the deeds of Christ, including his Resurrection, were only the beginning of the Christian brand. Although let's face it, Resurrection is major since that means death can be defeated, further reinforcing that afterlife thing. Still, Christ's life was the foundation—the rock on which the church was built. From there it spread across the ancient western and near eastern worlds like the original social media.

Emperor Constantine c 302 AD

There are two specific people deserving of the lion's share of credit for Christianity's facebook-like success—Constantine and Charlemagne. Nothing can pull an underground movement out from the shadows like state endorsement. Constantine was an early 4th Century Roman emperor who was responsible for exactly that. Before his reign, Christians were a persecuted lot. After all, Jesus was crucified for sedition, real or not. And most of the ancient Mediterranean was pagan, whereas Christianity required reneging on many naughty but potentially fun elements of paganism. Maybe that's why Constantine waited a very long time before being baptized.

On the other side of the condemnation coin was Judaism itself—Jews didn't care for Christians because most didn't hold that Jesus was the Messiah, not to mention the fact that Christ's teaching seemingly went against the Jewish mainstream current. Add to that the whole idea that gentiles were welcome in the new faith. In other words, Jesus went outside the tribe and the Jewish leadership didn't appreciate it.

Roman shield with Chi-Rho

Anyway, just before a battle, Constantine had a vision of the Christian symbol, Chi-Rho, which convinced him the Christian God was on his side. His resulting victory in what was thought a hopeless battle inspired Constantine to lift the persecutions of Christians. And he would spend an enormous effort for the remainder of his rein in supporting and spreading the faith.

Skip about 500 years to the end of the Dark Ages and we get Charlemagne. He was a conquering emperor—he was French, so go figure. Known then as Charles I, Charlemagne managed to unite much of Europe. In doing so, and as a good Medieval Christian (a somewhat disreputable time for the faith), he forced the Christianization of the Saxons, the Danes, and the Slavs, while banning their native paganism under threat of painful death. Charlemagne integrated all these people into his empire, while simultaneously integrating select pagan traditions into Christianity. This had the effect of easing brand acceptance by utilizing certain advantageous elements to further spread the faith.

Bust of Charlemagne

It is during the span of time between Constantine and Charlemagne that the cross really becomes the standard for Christianity—a reminder of Christ's sacrifice and Resurrection. By this time the Catholic Church established itself as the dominant authority on everything from western politics and society to science and medicine. The cross was on everything you could affix it to, draw it on, weave it into, or incorporate into its very making. Biblically speaking, the cross spread like locusts.

Christ is an everlasting brand. Even if you set aside the divinity of Jesus and look at him with a strictly historical perspective, it is an accepted fact that he existed. Jesus was a Rabbi … a teacher. And Roman records confirm that Pontius Pilate crucified him for sedition against the Empire. His impact is no less than profound. Jesus is even recognized by other faiths as being at the very least a prophet. These include Judaism, Islam, and Bahá'í faiths. It may be an oxymoron, but Jesus was a conqueror whose weapons were peace and forgiveness.

Therefore, submitted for your approval... 

1. Determine the most appropriate brand-positioning attribute.

Forgiveness and compassion are the leads here. In his life, Jesus was noted for consorting with social rejects—the unwashed, the tax collector, and those of questionable reputation. He professed not a God who favored the rich and powerful, but a Father who loved all His children and promised a place especially for the meek and the poor.

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

He died for our sins ... enough said.

3. Establish graphic standards. 

Early Christianity used more than a couple of symbols. Emperor Constantine saw a vision of the Chi-Rho (the first two letters of Christ in Greek). which inspired him to take up God's standard and spread the church across the known world. The fish is a popular sign even today. But very early on it was code among a persecuted people. Eventually, Christianity settled on the cross as a reminder to the faithful of Christ's sacrifice for all sins, and a death from which Jesus rose. This remains the most common Christian symbol today.

4. Implement internal branding programs to reward employees for behaving in ways that are consistent with the brand personality.

This is where things get sticky in Christianity. Early Christianity was more "advential" in that they truly believed the risen Jesus would return any moment. Plus there were the persecutions. So early Christians endured and sacrificed—walking paths not wholly dissimilar to Christ's. 

Then there is the less pleasant period of the Church when it becomes less about the divine and more about the corruption of power—the heretic trials, inquisitions, Crusades, and the suppression of knowledge. The reward for good behavior, as prescribed by church authority, was that you wouldn't be skinned alive, boiled, flogged, or some such unpleasant treatment. If so, then you were being purified for Heaven. You're welcome!

However, the real incentive for living a life in the footsteps of Jesus are in his root message: 

Heaven awaits those who follow in Christ's footsteps.

Stated another way: "The way to the Father is through me."

5. Consistently and uniquely execute the branding program.

Christ was most certainly consistent in his behavior. And his message for following the brand was direct and simple: 

Love one another as I have loved you.