Forged by Fire

Joan of Arc

For it being a man's world, history is replete with incredibly intelligent, capable, strong, and commanding women who, with skill and cunning, pierced the armor of patriarchal society. And if there is one heroine that burns in the psyche of western civilization, it would be the divine brand of Joan of Arc—"The Maid of Orléans."

Here's a little discovery to fuel the fire of this essay. Joan of Arc was born around 1412, and her name was really Jehanne d'Arc. The d'Arc is debated as possibly being a referent to a geographic formation near her home. Nevertheless, through time she has become Joan of Arc, and best known as the maiden executed on 30 May 1431.  For the last six centuries she has remained a national heroine of France, and she has the value-add of being a Roman Catholic saint—a martyr. How she got there is a helluva story, inspiring French leaders from Napoleon to De Gaul.

The daughter to a peasant family in eastern France, Joan came into the world during the Hundred Years War, which was really several separate wars that raged between England and France from around 1337 to 1453.  It wasn't just the English against the French; it was also a fairly significant civil war among various royal or noble factions for control of the then vacant French throne. The French king, Charles VI, was a little whacked in the head, so his capacity to rein was in serious question until his death in 1422. Even before his death, there were those positioning and plotting to take over the throne. In essence, it was a lot like Frank Herbert's, Dune, or even to some extent, Star Wars - Episodes 1 through 3 (just no Emperor or Darth anybody).

Let's be frank (pun intended), the whole thing was a mess and getting into the weeds of another Middle Ages drama would be a yawner—if it weren't for Joan of Arc. Where the saga gets interesting is in the fact that this provincial child was given command of France's army to defend the throne. How cool is that?

"Archangel Michael speaks" by E. Thirion

Right off you have to know that Joan testified at her heresy trial that she had been subject to visits from several angels and saints since the age of 12. Including, but not limited to her divine friends, are some of Heaven's heavy weights, like the Archangels Gabriel and Michael, along with Saint Catherine of Alexandria and Saint Margaret of Antioch. According to Joan's testimony, she had always been urged to remain pious, but as France's situation worsened and it looked as if England would subjugate her, Joan's holy posse began urging she fight for her country, whom they said God favored in this situation. And this situation was grave.

The French people were hit hard by the Black Plague a century earlier. This war didn't help. The population suffered and they were looking for strong leadership, as most populations do in times of crisis. So by 1428, the set up for Joan was nearly in place because almost nobody had faith in Charles VII, and he was getting his military backside handed to him on just about all sides. With very few allies to turn to, and some of their support waning, divine intervention was going to be a welcome arrow in a nearly empty quiver of options.

A relative escorted Joan to a nearby town for an audience with Lord Robert de Baudricourt. He was a garrison commander as well as a Count, having inside access to the court of Charles VII. That was Joan's objective, to secure de Baudricourt's permission and sponsorship to visit the royal French court of Charles VII at Chinon (the seat of his flailing government). She warned de Baudricourt that Charles was about to suffer a terrible loss near the city of Orleans, however his lordship balked. You know what he thought, "Come on ... really?" What could a young maiden know of making war?  The idea wasn't that she needed to know, only that this sacred premonition was shared with Joan. So when her cautionary vision came true, de Baudricourt made quite sure that Joan arrived at Chinon in one piece.

This is where Joan's brand begins to take shape. Her hair was cut in the fashion of a man's, and she was dressed in man's clothing as well as armor. If her convoy were captured, then hopefully Joan wouldn't be recognized as a female, thus avoiding rape. And should any of her escorts get any naughty ideas, well, the clothing and armor were not user friendly for having relations. Joan wisely kept her armor on at all times until she reached Chinon. She also called herself La Pucelle, translated to mean the maiden or virgin, but you can bet she meant virgin. This is especially so because she had vowed to her saintly friends that she would remain chaste "for as long as it pleases God."

Once in an audience with Charles VII, she convinced him she was a godsend in short order. How? "I have come and am sent in the name of God to aid to yourself and the kingdom." Those were Joan's first words to the would-be king. She then revealed that God had heard Charles' prayer, one that she only detailed in private. Essentially, Charles had prayed to God for his help in defeating the English, and to help his people only if he were the rightful heir to the throne. But if Charles was not, then punish him alone for his sins and not the French people.

This was surely Providence. How else would this girl hear a prayer made only to God? Despite her knowing of his secret prayer, Charles followed an old adage among government officials: Trust but verify. If Joan were God's messenger and this conflict was to be morphed into a religious war, then her morality had to be verified. And it was. According to royal documents, a commission of good theologians "declared her to be of irreproachable life, a good Christian, possessed of the virtues of humility, honesty and simplicity." However the commission neither confirmed nor dismissed Joan's divine inspiration. Something like a 'favorable presumption' was assigned to the subject of her visions.

As with any instrument of God, there has to be a test. And tested Joan was. Her holy task was to end the siege of Orléans because the English were hammering the pulp out of the defending forces. Depending on who you side with in the scholarly debate over whether Joan actually led the army, or simply stood as a symbol of strength, faith, and courage, one thing is clear—all historians agree that with Joan standing at the head of the army, the forces of Charles VII were victorious.

Joan's career would be short. During a small skirmish, she did what any courageous leader of her day did—she fulfilled her duty to be the last person to leave the battlefield during a retreat. That's when the English-sympathetic French force, the Burgundians, surrounded Joan. She refused to surrender and was knocked off her horse by an archer.

Charles VII failed to ransom her or intervene in any way. As a result, the Burgundians sold her to the English. She did try a few daring escapes—even jumping out of a tower window to a soft dry moat 70-feet below. In reality, her fate was sealed and the English put her on trial for heresy. 

There are a host of reasons why the trial would eventually be overturned, ranging from no ecclesiastical jurisdiction to outright political motivation to blatant dismissal of evidence—even a lack of evidence against her. There is no question that her trial was a fallacy, and Joan would be posthumously retried years after her death. Unfortunately, vindication was too late. The English trial condemned her to be burned at the stake.

Yet, she never wavered in her faith, her testimony, or her courage. Court documents record that she in many ways outwitted her inquisitors, which would ultimately be revealed when it was found some documents were altered.

Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.

Joan was devout. A commission of pious men, her virtue was confirmed. Her own testimony from the commission and during her heresy trial revealed that she firmly believed God spoke to her through visits from angels and saints—and her actions were those of a woman who believed she served France at the will and pleasure of God.

2. Devise a distinctive way to articulate brand position.

"...for as long as it pleases God." As His servant, Joan kept herself chaste because she promised she would, and only until God willed it otherwise. While many called her The Maid of Orléans, the moniker was often shortened to simply, The Maiden. Indeed, Joan called herself La Pucelle ... the maiden or virgin. This was the symbol of her devotion to God, and how she would come to be known.  

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

The Maiden

4. Establish graphic standards.

No one symbol or image is wholly representative of Joan, but specific visuals do make her immediately recognizable. An easy one is the maiden at the stake—the image of Joan in white, bound to a large timber upon a bonfire. In fact, that is how she was executed. To this day a statue of a virtuous Joan standing in flames marks the spot.

Equally common is the portrayal of this iron maiden—the young girl with a pageboy in full armor. She is sometimes on horseback bearing royal standard. In others she is on her knees, holding a sword, and gazing to Heaven in prayer. 

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

Joan made it plainly clear that an army of God must act as such. It is well documented that on arrival at Orleans, she expelled all the prostitutes from the camp. She then required all the soldiers to attend church and confession. She further expected every man to give up swearing, looting or harassing the populations of cities and towns attacked. 

You might think there would be significant pushback—not that there wasn't some. Yet as troops complied and lived up to Joan's expectation, the army began to perform better. And under Joan's command, the army was bold and followed her strategies and tactics to repeated success. 

Interestingly, her methods brought reinforcements from those who would have turned from Charles' cause. Indeed, because it was said a saint led the army, more men were drawn to fight. 

6. Consistently and uniquely execute the branding program.

Faith can be a funny thing. Many people tout they have faith, brag about it even. But how many really hold the line when it is their life on the line? Joan did. Previously mentioned was that she was tried for heresy. And how she conducted herself is as telling of the woman as anything else.

In her final address, she asked her accusers to pray for her and stated she forgave them. Joan also asked two priests to hold a crucifix before her as she was bound to a post atop a bonfire. She was overheard praying to God, even when the flames rose to consume her. Joan's screams were not in contempt, rather, she screamed the name of Jesus and prayers for help from the saints.

Joan of Arc—she lived and died her brand...

George Washington — No Lie

There can be only one—one first, and George Washington is that one, that first for our country. There is no better start to our discovery of him than the following words by Congressman Henry "Light-Horse-Harry" Lee, a contemporary of our first elected president.

"First in war—first in peace—and first in the hearts of his countrymen, he was second to none in the humble and enduring scenes of private life; pious, just, humane, temperate, and sincere; uniform, dignified, and commanding, his example was as edifying to all around him as were the effects of that example lasting. To his equals he was condescending, to his inferiors kind, and to the dear object of his affections exemplarily tender; correct throughout, vice shuddered in his presence, and virtue always felt his fostering hand; the purity of his private character gave effulgence to his public virtues. His last scene comported with the whole tenor of his life—although in extreme pain, not a sigh, not a groan escaped him; and with undisturbed serenity he closed his well-spent life. Such was the man America has lost—such was the man for whom our nation mourns."

By comparison, the following composition is wholly inadequate. Lee's eulogy so beautifully and completely captures the spirit of Washington that, really, it is highly recommended readers conduct their own research, just to further and better know George Washington, but also personally ratify Lee's prose.

That said...

George Washington was born in the New World—in Virginia to be specific. So he wasn't a British transplant, though his father was. Now here's an interesting tidbit: Washington's father passed when he was only 11. And the interesting part is that it kept Washington from being sent to England for a formal instruction, resulting in his having achieved only an elementary equivalent education. But that didn't make him stupid. On the contrary, Washington was both intelligent and intuitive, and would go on to demonstrate that throughout his military assignments as a young man.

Washington leads the Pennsylvania expedition

It was during the Seven Years War, of which the Colonial American part was also known as the French and Indian War, that Washington really began his education and found in uniform a comfortable skin. Throughout the conflict, he had successes and failures, but from each he learned more about strategy, logistics, command style, British methodology, and how geography impacts battle plans. He gained a high reputation from fellow commanders as courageous and, perhaps more importantly, regard from the men in his commands.

But it was almost 20-years later, during that brutal winter at Valley Forge, with heavy losses to disease, cold, and hunger, that Washington fired up his "BA" reputation as a Revolutionary general. His position was simple, taking a page from the ancient Roman playbook, that "the victor is not victorious if the vanquished does not consider himself so." Facing superior forces in every way, Washington pushed his men. His toughness on troops and emphasis on training were never looked down upon by his forces. Indeed, he was respected for them—and credited by historians as the reasons for the survival of Colonial forces at Valley Forge—and on to victory when the Red Coats thought they had the Rebels by the military throat.

And then there was Yorktown—and the British surrender. Washington would soon become the first elected president of the new United States of America. And he understood politics. Washington hated the idea of political parties, believing they undermined republicanism. He also tended to side with the counsel of Alexander Hamilton, who was the root of the Federalist Party and the idea of a fiscally strong and nationalistic government. Agree or not, it helped strengthen the budding U.S. during a vulnerable time.

George Washington set the standard. It is by his example that all successive presidents are judged. His leadership style established many forms and rituals since used by our government, including an advisory cabinet, delivering an inaugural address, even serving only two terms. Most important, however, he led the first successful revolution against a colonial empire in world history. He is an icon of liberty and independence.

Therefore, submitted for your approval on this 223 anniversary of Washington's first oath of office for President of the United States...

1. Determine the most appropriate brand-positioning attribute.

George Washington led the Continental Army throughout it's difficult times, through hardships unknown to most of us today, to defeat superior forces, with superior supplies, and superior training and experience. His courage was an inspiration to his men; his perseverance was an inspiration to Congress, and his moral compass an inspiration to the world. On his shoulders stands a nation sired by his conviction.

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

How Americans referred to Washington as early as 1778 would become his positioning tagline. He set so many precedents for our nation's government, and the office of the presidency in particular, and only after his military leadership to Revolutionary victory. He is...

 The Father of His Country

4. Establish graphic standards.

Representations of Washington abound. They did in his time as now. Pick one. There are depictions of Washington as a warrior, a statesman, a gentlemen farmer, and even one sculpture renders him as Zeus. But if there is one image of Washington that absolutely stands out, it is Washington crossing the Potomac. This captures all that Washington was—the man standing tall and courageous in the face of adverse weather, against a superior enemy, providing the statuesque pose of the leader, not just of an army, but of the nation to come. That is Washington.

5. Consistently and uniquely execute the branding program.

Washington was keenly aware that everything he did set a precedent, so he was careful to give appropriate but not too much pomp and ceremony of office. He wanted to differentiate his office from European royalty and courts, making sure that the titles and trappings of the presidency were suitably republican. To that end, he preferred the title "Mr. President" to other, more majestic names suggested

When he left office, he stressed the necessity and importance of national union, the value of the Constitution and the rule of law, and the evils of political parties. Interestingly, Washington also recommended morality as a crucial thread of popular government. In his farewell address he said,  

"Whatever may be conceded to the influence of refined education on minds of peculiar structure, reason and experience both forbid us to expect that national morality can prevail in exclusion of religious principle." Perhaps, in short, he was saying, "in God we trust." 

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 there is an individual and familiar face 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.