Up to His Ankles in Legend

Achilles slays Hector of Troy.

Achilles is a truly legendary brand from the ancient world. He is written as the invincible hero in Homer's Iliad. And yet his brand was very well established long before Homer wrote his epic tale and the Achilles brand remains strong to this day.

But was he real?

Possibly, and probably—not that it impacts the Achilles brand. Although you have to set aside the scholarly debate about fact and fiction in Homer's work. Like all ancient scribes, and even the venerated historians, Homer included embellishments in his characters, wrote of the gods intervening in human affairs, and so on. That doesn't disprove the essential Achilles. Not unlike the Iliad and accepted ancient historical accounts, contemporary historical fiction similarly stretches the truth all the time. That even happens in supposedly objective modern journalism.

So number one on the ignore list is the whole "Achilles heel" concept. That was conjured up by a poet in the 1st Century AD to explain why Achilles seemed to be so invulnerable (see more on this below in the Sidebar by Wayne Rowe). The ancients had no such element in their original Achilles traditions. In fact, Homer writes of Achilles being wounded during a fight with Trojans.

Once you pull the fantastic out of the equation, a couple of things stand out about the potential reality of Achilles.  Item one is that he was not an original creation of Homer. Oral traditions featuring Achilles long predate the Homeric epics and, in fact, he appears in other stories by Homer's contemporaries and on into the early Christian era. That much press might suggest a real Achilles who was a brave warrior fighting with the Greek armada at Troy.

Replica of Achilles' shield.

His exploits were so important that Alexander the Great aspired to be like Achilles; and it was written by historians that he even visited the tomb of Achilles and took his shield from the temple of Athena. Alexander was convinced the shield is what helped him win his campaigns into the Middle-East. He then took it a step further and believed he was a descendant of Achilles from his mother's side. Oh yes, it is written that Achilles had offspring.

Still, who was Achilles? Legend says he was the son of the nymph, Thetis, and Peleus, the king of the Myrmidons. Along with that are a lot of naughty antics over Thetis by the gods Zeus and Poseidon. Again, set those aside and go with the idea of Achilles' mother being a nymph. Mythology describes them as nature spirits appearing as beautiful young women. Well, men in rutting stages still think of attractive women this way. So let's just call Thetis an "it" girl with whom a king fell in love, resulting in a child—Achilles, who would have been a prince. Ultimately he would have been a king, which justifies him being part of Agamemnon's coalition of kings as described by Homer.

All that said, Achilles was born in a region of Greece known as Thessaly (that's where legend puts the home of the Myrmidons). The exact when is a mystery and always will be. However you could say it happened a long time ago in land far, far away.

According to Plato, Achilles was the Brad Pitt of his day, but without mention of Mr. Pitt. What a coincidence, right? Pitt starred as Achilles in the film, Troy. Also in the time of the ancients, Achilles was the deadliest warrior—practically invincible.

A huge source of that invulnerability, at least on the battlefield, was his armor. Although he should have warn it more often, having finally been killed when not wearing it. Okay, he was pretty, he was tough, just not necessarily bright.

After his death, Achilles' armor was coveted by other warriors and sparked an epic feud between a few of them. Eventually the armor was passed to Neoptolemus, the son of Achilles. Yep, there's mention again of that offspring. This leads to a direct connection with Alexander, beyond bloodlines. Achilles' bronze-headed spear was said to rest in a temple of Athena on the acropolis of Phaselis, Lycia, (breath) a port on the Pamphylian Gulf. And that city was also visited by Alexander in 333 BC, though he did not confiscate the spear, which remained there until it disappeared in the 2nd Century AD.

Whatever his true deeds may have been, they must have been of such note that Achilles made a lasting impact not only on ancient Greece, but also Persia, Egypt and beyond—and into our modern brand awareness.

Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.

Achilles was a fierce, seemingly invulnerable warrior. Apparently he never lost a fight—or at the very least just a few. He is the winningest, deadliest warrior in the annals of time. The keyword here is “warrior.” The mention of the word in western culture brings Achilles to mind. Alexander thought so. As a result, we can position Achilles as the ideal warrior.

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

In the case of Achilles, we can combine two normally separated components of the analysis. Because the answer for both is the same. Here the brand is the category and the category the brand. Mention Achilles and the ideal warrior comes to mind, embodying the traits of ferocity, invincibility, and heroism.

Achilles ... enough said.

3. Establish graphic standards.

Achilles was and continues as the picture of a supreme warrior. His armor is symbolic of his fighting prowess, in particular the spear and shield. Rarely is Achilles depicted without, at least, either or both.

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

A warrior king, Achilles commanded what was considered at the time Greece's finest army, although primarily mercenary in nature. They were staunch in their loyalty to Achilles, no doubt because the rule of war in the day gave much of the spoils of war to the fighter. And with Achilles at the lead, there were a lot of spoils won. Homer also wrote of Achilles being noble in his nature and with high regard for his men. This is illustrated by the moment in which Achilles sends his men home so as not to be dishonored by the slaughter at Troy.

5. Consistently and uniquely execute the branding program.

The power of the Achilles brand and its endurance for at least three millennia says something about living the brand. Who ever he really was, whatever he really did, left us with the indelible expectation that he was the supreme, ideal warrior.

Sidebar: by Wayne Rowe

Brand re-vitalization can be tougher than new brand development... Market perception is sticky and stubborn. Is the exercise to see if you can take a brand 180 degrees or overcome a brand perception issue?

Although the heel concept came along later, (very disappointing to learn) it is single handily responsible for the longevity and popularity of the legend. How do we ignore that? It's a very powerful concept that has come to define the brand. To change public perception I think we need to tackle that head on, not ignore it.

Achilles - no more weak spot™

Wayne Rowe is Creative Director at Communicatos in Toronto, Canada. 

The First "Top Gun"

The Baron Manfred von Richthofen is the owner of the most enduring brand from the First World War—he was, and in history he will always be, The Red Baron. Controversy still swarms over who was responsible for shooting down the great Red Baron. But other than Snoopy, who really cares? Every warrior must eventually fall.

Richthofen's mark on history was the fact that he alone racked up 80 air combat wins during the war in less than three years. Twenty victories was nothing to scoff at and insured pilots their legendary status, along with the coveted Pour Le Mérite (the famous "Blue Max"). Richthofen had four times that and is still universally regarded as the "Ace of Aces."

The Baron regularly took British, French, and American air corps pilots to clinic. His prowess in the air made him a German hero during World War I and a twentieth century legend. His own people called him "der rote Kampfflieger" (The Red Battle-Flyer), The French called him "le petit rouge," and he is known in the English-speaking world as The Red Baron. And before you start yawning, thinking of Tom Cruise in an F-14 screaming at mach 2 with his hair on fire, let's put this in context.

WWI aviators were at the leading edge of air combat, flying in machines that were barely more than box kites with engines, and machine guns mounted as an afterthought. Planes were constructed mostly of wooden frames covered in canvas or lightweight fabric. No armor protecting the cockpit. No radio. No parachutes. Nada.

The Baron's Squadron - Richthofen is in the cockpit

Those who became pilots in any military were extraordinary men. They had to be. And Richthofen was no exception. He was a man of courage and honor who seemed not to view opponents as vermin or faceless machines. He saw them as men and, like knights of old, were engaged in an aerial joust. His autobiography shows both his regard for the enemy and determination as a pilot. He once wrote of a fallen adversary, "...an honorable death at the hands of a 'worthy' opponent..." Richthofen once even placed a stone marker at the site of an opposing pilot's death.

Perhaps his nobleman's regard came from his heritage. Richthofen was the son of Major Albrecht von Richthofen, a Prussian aristocrat, and his wife, Kunigunde. Now here is an interesting brand attribute—one Richthofen shares with many great people of history. Family names of historical significants often have a relative meaning to the name holder's position in history. Richthofen is no different because the name means "court of judgement." And it was bestowed by the Holy Roman Emperor Leopold I in the late 17th century. More than 80 pilots met the judgement of the Baron, and few survived.

Young Richthofen was born on May 2, 1892 in what was then Breslau, Germany (now Wroclaw, Poland). He was the eldest of three sons and second eldest to his sister, Ilse. To follow in his father's footsteps, he attended military school at Wahlstatt, and then attended the Royal Military Academy at Lichterfelde. Admittedly a better athlete than student, Richthofen revealed in his autobiography a notion that he only performed adequately in academics, believing that was all that was necessary for the task.

Ultimately he became a cavalry officer and was commissioned in 1911, quickly rising to lieutenant in 1912. This brings up a side note. Eventually Richthofen would carry the rank of Rittmeister Baron Manfred von Richthofen. Roughly translated, Rittmeister means Calvary Master—and the rank would be a last vestige of old world warfare.

Propaganda painting of Richthofen

Ever forward-looking, Richthofen was no fool and saw that twentieth century warfare would gallop past the need for a mounted cavalry. The machine gun led to trench warfare, a place Richthofen knew was not for him. So he went maverick by looking to the new air service in 1915. And it led to his meeting a future mentor—Oswald Boelcke, who would remain Richthofen's hero and idol, and deservedly so. Before his death, Boelcke chalked up 40 kills of his own and literally wrote the book on aerial combat. 

Richthofen was a natural, qualifying for his solo flight after only 24 hours of training. That was in October of 1915. Over the course of the next two and a half years, he would become the scourge of the air for any allied pilot unlucky enough to encounter him.

Things came to a head in April 1917, known at the time as "Bloody April." Following months of rain and cold, the weather allowed pilots from both sides to get in the air and start hunting. The German air corps tore the allies apart. Richthofen, himself, shot down 21 enemy aircraft and brought his total up to 52. He had finally broken Boelcke's record of 40 victories, and making Richthofen the new master of the skies.

As a hero, postcards were printed with his image. Heroic stories were spread everywhere. But what sealed the brand awareness for Richthofen was an idea on a spring day in Germany.

 "One day, for no particular reason, I got the idea to paint my crate glaring red. After that, absolutely everyone knew my red bird. In fact, even my opponents were not completely unaware."—Manfred von Richthofen

Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.

Richthofen was a singularly determined man. While he even thought of himself as somewhat arrogant, that may have been unfair. He flew with one premise that defined the man:  "He must fall!" was the ultimate result of any encounter with opponents. He considered it the only acceptable outcome.

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

At the time of WWI dogfighting, advancements in aeronautical engineering were moving quickly. Any small advantage might mean the difference in battle, but not against the Baron. If it had wings, you were already at a disadvantage. Skill, nerve, persistence, and an understanding of aerial tactics won battles—men, not the machines were the victorious.

This quote has been attributed to Richthofen, though I haven't confirmed it. Still, it fits Richthofen to a "T" and serves as a concise articulation of Richthofen's brand position: 

"It's not the kite, it's the man flying the kite."

(Note: WWI aircraft were often referred to as kites, or even crates because of the flimsy construction)

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

The Red Baron

 Few brands really get the perfect storm. Richthofen indeed was a baron. And the red color was born from the nose art of his mentor's plane. Amazingly, Richthofen understated the affect of red on his enemies. Certainly the bright red plane made an attractive target. Perhaps the color even served as bait. But it quickly became part of the Baron's persona, especially when the plane and pilot kept downing enemy aircraft. So the bright red plane emoted both respect and fear.

4. Establish graphic standards.

Part One - Big RED:  Though several other pilots had painted different sections of their planes special colors, Richthofen

noticed that it was difficult to see these during battle. To get noticed, and think about that, to ... get ... noticed, from the ground and from the air, Richthofen decided to paint his entire plane bright red.

No one from either side had yet been so ostentatious.

Part Two: Meet the Fokker (Dr. I)! The Red Baron actually flew other aircraft as his victories mounted up. He's just best known for flying the bright red version of the Fokker Dr I—a trademark triplane for Richthofen and WWI. The three wings gave the airship an amazing lift capacity and unprecedented maneuverability. It's said that Richthofen actually maneuvered the plane to fly momentarily backwards in order to shoot at pursuing enemy planes.

5. Consistently and uniquely execute the branding program.

The enemy created nicknames for Richthofen: Le Petit Rouge, the Red Devil, the Red Falcon, Le Diable Rouge, the Jolly Red Baron, the Bloody Baron, and the Red Baron. However, the Germans never called Richthofen the Red Baron; instead, they called him der röte Kampfflieger ("The Red Battle Flier").

Still, everyone knew of the moniker. And with earned his reputation for aerial skill, he led his squadron and Germany to continued victories until Richthofen's demise.  

The Red Baron was shot down Vaux sur Somme, France on April 21, 1918. He was 25-years old.

Sam—I Am No Wellington

To all Texans Sam Houston is known as General Sam. While trite, it is true to say that in 1836 he led a ragtag, fugitive band of Texican rebels against a massive Mexican army commanded by dictator General Santa Anna. That confrontation defined a proud people—Texans, be they of the nation or the state in the Union. And it very much engraved Houston into history.

In the 2004 film, The Alamo, Houston's strategy against the Mexican army is revealed. Whether or not he actually spoke these words is irrelevant, though the wish is there, the clip provides insight into Houston's genuine thoughtfulness of his actions guided by battlefield experience gained from an early age, as well as a "feel" for the land that must ally with his purpose.

Right after his victory for Texas independence, Houston was known to the new republic as Old Sam Jacinto. It underscored his place in Texas history and forever equated him with the Battle of San Jacinto. There is no escaping that aspect of his brand—it is the most enduring element to this day. But in terms of his vintage brand awareness, Sam Houston was much more complex.

Houston started out a Virginian. But his father died when he was but 14, and he moved to Tennessee with his mother and eight siblings. There the family began farming while the young Houston attended a nearby academy. His education was limited but he was an avid reader of classical literature with a fondness for the Iliad. In fact he knew it by heart.

Young Houston quickly came to the conclusion that he was no gentleman farmer like his older brother. Perhaps more accurately, he wasn't in the mood to be under his brother's boot. So at the age of 16, he lit out for the Tennessee hills. There he began a lifelong relationship with the Cherokee Nation. It was his second life, a sojourn with Indians that significantly shaped his outlook on life and his brand attributes. Like the Cherokee, Houston developed a spiritual relationship with the wilderness, as well as their planning and cunning by "carefully listening to and stalking his prey."

Houston became the adopted son of a tribal chief and given the name Colon-neh. The uninformed often state that Colon-neh is Cherokee for "Big Drunk." But that would be a no. While Houston did have a bout with heavy drinking, he eventually overcame the problem. In truth, Colon-neh translates to "The Raven." Now here's the tricky part—research to date reveals no particular reason why it was chosen for Houston. Although, a hint may be provided by Cherokee culture. Depending on the specific legend, a Raven can either be good or not so good. In any event, the Raven is cunning, clever, and in some instances loud. Houston, by the way, was considered quite an orator.

Cunning and determination are differentiators Houston shared with another great brand—Hannibal.  Like that ancient general, Houston faced very uneven odds against Mexico, and also like Hannibal, Houston first rode into battle at a young age. It was the War of 1812 and Houston was recognized for his abilities to command. He led several charges during the Battle of Horseshoe Bend. Wounded from an arrow, as well as from bullets to the arm and shoulder, Houston forced a young lieutenant at sword point to pull the arrow out of his leg in the midst of the battle. Andrew Jackson witnessed the event and was impressed by Houston's courage and determination, and it sparked lifelong friendship. 

As Indian ambassador, Houston appeared in
Washington dressed in native garb.

Sam Houston lived many lives. He was a schoolteacher, a lawyer, a politician—no, that's not fair. He represented Tennessee in Congress and later was elected its governor. Just as notably, he became a leader of the Indian tribes of what is now the Oklahoma-Arkansas border, and ultimately their ambassador to Washington D.C. But it was in Texas that he met his destiny as a commander, and as president. His loyalty to Texas further saw him as governor and a senator. 

In every way, Houston was The Raven. He was cunning for sure, an orator, and not unlike the Raven Mocker—a feared character in Cherokee legend—Houston was a creature of many lives. No one title suits him, except, perhaps, Colon-neh.

Therefore, submitted for your approval on the coming 175th anniversary of the City of Houston...

1. Determine the most appropriate brand-positioning attribute.

Houston offers a lot to work with and selecting one single attribute is a challenge. Clever, determined, and honorable, but most definitely he was unpredictable. Again, you couldn't really pin one thing on Houston.

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

There are two quotes by Houston that together state his position well:

A leader is someone who helps improve the lives of other people or improve the system they live under. And,  I am aware that in presenting myself as the advocate of the Indians and their rights, I shall stand very much alone.

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

In Cherokee legend, the Raven could provide service to man, and he could be a rogue—both descriptors of Houston. 

  Colon-neh—The Raven

4. Establish graphic standards. 

Houston often had the look of a frontiersman—predominantly dressed in the attire of or inspired by his red brethren, living his Colon-neh brand. That's how Texans prefer to remember him.

5. Consistently and uniquely execute the branding program.

Friend or foe, Houston believed in the honorable treatment of all. Of an ex-wife, he threatened death for any and all challengers to her reputation; he let Santa Anna live; and he refused to take an oath to the Confederacy, knowing all too well that secession would damage his beloved Texas.

Like his namesake, the City of Houston, Sam Houston was a survivor. He never fell into a template or an easy category. He continually reinvented himself while staying true to his moral compass. And it was that moral compass that led him to retirement, refusing to lead Texas into secession and destruction. Houston retired from public life when the Civil War broke out. He died in 1863, at the age of 70, never knowing the fate of his beloved Texas.

SIDEBAR

Under 21 at the outbreak of the War of 1812, Houston needed his mother's permission to join the army. She granted it and she gave her son two gifts: a gold ring and a musket. Inscribed inside the gold ring was the word "honor," because she said this one word should forever be a part of Sam Houston's life. He wore it until his death. According to his mother's own words over the gifts,

...my son, take this musket and never disgrace it; for remember, I had rather all my sons should fill one honorable grave, than that one of them should turn his back to save his life. Go, and remember, too, that while the door of my cottage is open to brave men, it is eternally shut against cowards.

Perhaps the best epitaph for Houston is, to him her cottage door was never shut.