Friday, December 7, 2012

Establish graphic standards

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 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:

Everlasting 1235

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 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:

Everlasting 1235

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 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:

Everlasting 1235

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 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:

Everlasting 1235

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 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:

Everlasting 1235

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 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:

Everlastingg on the floor

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 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.

Everlast 3

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 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:

Everlast2




Gold 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 strict historical perspective, it is 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 the Bahá'í faiths. It may be an oxymoron, but Jesus was a conqueror whose weapon was ... 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.

Everlast 3



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.

Everlast 2



Emperor Constantine c 302 AD
There are two specific people deserving 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 rein, 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 Jews didn't appreciate it.

Everlasting

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 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 outcast.  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 a 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.

Everlasts


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.

Bigger

Just a little big(ger)...

A commercial for Geico depicts Abraham Lincoln, the husband, with what is arguably the most treacherous question ever put to any married man. "Does this dress make my backside look big?" Wrapped in a pregnant pause, he struggles against his own compulsion toward honesty, resisting the painful and obvious answer, making this spot a beautifully humorous capture of the man and his brand promise. 


Quite a bit of myth surrounds Lincoln, including endless commentaries describing Lincoln as a frontier gentleman. He was also characterized as "Father Abraham," the guardian of Federalist authority and humble defender of the weak. Yet, to the South and a few modern critics, Lincoln was the evil (pronounced ee-v-il) slayer of liberty and states' rights, and the father of the dominant national state.

Inextricably bound to the Lincoln brand is the Civil War–America's epic 4-year clash between the North and the South over the afore-mentioned issue of Unionism and state sovereignty. However, the real catapult for Abraham Lincoln into immortality was his assassination on 15 April 1865. Not so much now, but at the time it made him a martyr. He was shot on Good Friday, and died the next day, making him Christ-like to many.

Today, Lincoln is sometimes underestimated in our portrayals of him. Part of the Lincoln legend is that he wasn't a very successful lawyer. That's simply not true. Yes, Lincoln was a self-taught prairie lawyer, but he was both shrewd and cunning, which earned him a solid reputation. In fact, the term prairie lawyer was never a rating of his abilities. Rather, it refers to the fact that Lincoln followed a circuit court as it made rounds through its jurisdiction. Lincoln did so by horseback or buggy, traveling hundreds of miles over, well, prairie land, from one little county seat to another. Although most of the cases and fees were petty, Lincoln managed to earn up to $1500 per year. Not bad for the times, and quite comparable to the $1200 the Illinois state governor might earn.

Lincoln's law career advanced considerably. Ultimately he argued before the United States Supreme Court, as well as several times before the Illinois Supreme Court. Within 20-years of starting his legal career, Lincoln was well distinguished as a fine and successful lawyer in Illinois. He was also noted for his practical common sense, which gave him an out-of the-box view into the heart of cases he argued. And that helped build his reputation as invariably fair and genuinely honest.


A brand analysis here might seem undemanding, still it is worth exploring–especially since Lincoln's birthday is this month. Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.
Keep it simple stupid–and rightly so. Honesty is the single attribute that remains the persistent differentiator throughout the Lincoln era–from his days on the farm to his rise as an attorney, and his career as politician, to his final hours as Commander-in-Chief.
Either as a lawyer or a politician, his dealings are well documented and replete with examples of his most famous character trait.  He was never one to over charge a client. In some cases he refused payment when the client was in dire circumstances. Those things are commonly cited. But one example is striking because it is a simple admission while he was president.
Lincoln disagreed with General Ulysses S. Grant over strategy at Vicksburg. Contrary to Lincoln's preference, Grant crossed the Mississippi River and turned back to approach Vicksburg from the rear. Grant was successful, and in a letter of congratulations, Lincoln admitted his own error.  “I feared it was a mistake,” he wrote. “I now wish to make the personal acknowledgment that you were right, and I was wrong.”
Honesty was his policy.
2. Devise a distinctive way to articulate the brand position.
The value proposition with Lincoln was equally simple–trust. Everything about the man, regardless of his station, was that he was the real thing. His beginnings made him genuine, hard work earned him respect, and his beliefs were heartfelt–whether about the survival of the Union or for personal liberty. You could really trust Lincoln. That's the ingrained benefit to his honesty attribute.

 Trust.
3. Develop a focused brand personality that customers can use to recommend or introduce your company to others.
History has really done that for us in the legend of Honest Abe.
4. Establish graphic standards.

On 12 February 1809, Abe Lincoln was indeed born in a one room log cabin. That image has alone characterized the Lincoln the man. THe simple log cabin illustrates his humility and the frontiersman ideals that shaped Lincoln the President.




Footnote: The popular toy Lincoln Logs are often but mistakenly attributed to Lincoln. The toy was invented by the son of architect Frank Lloyd Wright. Lincoln is reference to the architect's given middle name.

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

After the Union army took Richmond, Virginia in April 1865, President Lincoln toured the former Confederate capital. Walking the city streets, he was greeted by dismayed whites, while freed men hailed him as a hero. Most telling of the man is that when a general asked how the defeated Confederates should be treated, Lincoln softly replied, "Let 'em up easy."
The truth of the matter is that Lincoln led by example. And while his example was attractive to many, the times in which Lincoln lived was a swirl of conflict. As Commander-in-Chief, Lincoln also bore little tolerance for failure. Several generals failed in attaining objectives Lincoln set for them. Ulysses S. Grant would ultimately accomplish Lincoln's military priorities. As a result, he earned Lincoln's loyalty and indulgence.

6. Consistently and uniquely execute the branding program. 
Lincoln deeply believed in the United States of America. That is the program he ascribed to and was so deeply ingrained in who he was. Nothing more exemplifies his living the brand than the Gettysburg Address. Delivered at the dedication of the Soldiers' National Cemetery in Gettysburg, Pennsylvania, on the afternoon of 19 November 1863, this brief but powerful speech lasted three minutes. Consisting of only 272 words–that's just a few paragraphs–Lincoln reinforced the ideals leading to the birth of our nation, "conceived in Liberty, and dedicated to the proposition that all men are created equal." 

Lincoln also described the Civil War as a struggle dedicated to the principles of liberty and equality. And that the deaths of so many brave soldiers would not be in vain, that slavery must end as a result of such losses, and that this democracy would be assured for future generation. Finally, the address provided confirmation from Lincoln that, "government of the people, by the people, for the people, shall not perish from the earth."  

Abraham Lincoln, the brand, only scratches the surface of the deep, rich and complex story of the actual man. It's easy to dismiss further research because we think we know all we need to about him. But if anything, schoolbooks and pop culture should beckon us to drill deeper. Consider this for a moment: A nation's leader whose total education consisted of essentially five books, having prepared himself for the bar by reading just two more books. His military expertise came not from battle, but from diving into the Library of Congress to absorb military writings–and while in the middle of a bloody conflict with enemy forces never very far from his capital.

Eye of the Tiger

The Flying Tigers. These shark-faced fighters are still some of the most recognizable aircraft from World War II, but you may only have heard of them without really knowing who or what they were. The Flying Tigers were a crack group of warriors who prowled the skies over China, and they ripped the Japanese air corps a new one while America still licked its wounds from losses at Pearl Harbor.
In essence, they were the bad boys of World War II.
The official name of the Tigers was actually the 1st American Volunteer Group, or the AVG, and it was the brainchild of a gruff, hard-pressed bastard named Claire Chennault. He stomped around the military high command pressing for better aircraft. And history says he stepped on a lot of toes doing it. As a result, the Army asked him to resign in April of 1937. And when Chennault did the Chinese immediately asked him to assess their pitiful air force and strategy. Three months later, Japan invaded China, giving Chennault a lot to consider in his assessments.
By early 1941, Chennault had a solution and, more importantly, the funding to execute it—which was an instant air force, made up of better American aircraft and professional American pilots. Some say that then U.S. President Franklin D. Roosevelt secretly endorsed the plan, although there is no official record. However, Chennault did manage to snatch a shipment of Curtiss P-40 Tomahawks originally bound for Britain's Royal Air Force.

The P-40 was rugged plane with heavy armor and heavy machine guns. Think flying tank. The delicate balsa and tin Japanese aircraft were far more nimble, but the Tigers liked looking the enemy in the eye with head-on attacks, for which the P-40 was far superior.

Not only did Chennault scrounge planes, he was also granted official permission to recruit pilots and ground crew from U.S. forces. That was Channault's fast-track-methodology to build an experienced fighter group—cherry-picking American volunteers. He secured 99 pilots and about 200 ground and administrative personnel. And he paid them very well—triple what the pilots and crews normally got as GIs.
Some called the AVG mercenaries because of their pay. Or maybe they were just really well rewarded for having the cajones to take on what was considered a highly trained and battle-experienced Japanese air force. Remember that those planes with the red dot shot everything out of the Asian skies they came up against. 
Most of the AVG organizational build took place in the first nine months of 1941. You don't just set up shop in a few weeks, especially in Burma. But by December of '41, the Tigers leapt into the skies. It was just two weeks after Pearl Harbor when they started hunting on 20 December 1941. The Flying Tigers pounced into action against ten Japanese bombers heading for a place called Kunming in southwestern China. This seemingly unknown place was the eastern terminus of the Burma Road. And the Burma Road was the sole and vital supply route for military supplies to southern China. The Japanese wanted it gone.
What the Japanese didn't know was that two squadrons of Curtiss P-40s had been stationed at Kunming. They bore the 12-pointed Chinese star on their wings and the now distinctive red-and-white shark’s teeth markings around their air scoops on the nose. The P-40 was perfect for exactly that kind of nose-art.
Just as the bombers came in for a run, four P-40s attacked. Startled by the unexpected resistance, the Japanese literally turned tail and flew for home—right into a waiting pack of ten more Flying Tigers. The fighters tore through the bomber formation, knocking down three aircraft and severely wounding one more. 
This is called a blood Chit
and was carried by the AVG.
It reads, "This foreign person
has come to China to help in
the war effort. Soldiers and
civilians, one and all, should
rescue and protect him."
Three days later, the AVG engage the Japanese again, this time racking up 11 confirmed kills with five probables. Just two days after that on Christmas Day 1941, the Flying Tigers down an amazing 24 more Japanese aircraft. These were defensive actions. After the first of the year, 1942, the Tigers would go on the offensive and terrorize the Japanese for another seven months.

According to Chinese newspaper accounts of those early battles, "...these American volunteers fight like Tigers, Flying Tigers." Hence the squadron name. Now, wrapped up in the concept of the Tiger is a whole lot of Asian cultural equity. Specifically in Japan, the tiger is the symbol of the Samurai. The tiger also represents the virtue of courage. And if you really want to get deep, it also means revision, improvement, change, and the Zen good.
The original AVG Flying Tigers were only active for about 8-months, through July of 1942. At that point, the US Army Air Corps came in and absorbed the AVG. While the name continued on through the 23rd Fighter Group, later commanded by Chennault himself and with a few of the original AVG pilots, it carved out its own success record. However it was the tenacity of the original AVG that established the brand presence and expectation of the Flying Tigers.
Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.
The AVG were a group of hard-playing, hard fighting mavericks—the inglorious basterds of the air. One of the most famous was Greg "Pappy" Boyington, well known for being a scrapper, and for living hard. But in the air, he was even meaner. He would go on to form the famous Black Sheep squadron. 
2. Devise a distinctive way to articulate the brand position.

While these pilots were animals on the ground, in the air they were courageous and fierce warriors. They would gladly assault their foe in head-on attacks. forcing the Japanese to look the tiger in the eye.
Courageous and fierce like tigers.
3. Develop a focused brand personality that customers can use to recommend or introduce your company to others.
Thanks to the Chinese news accounts ... "The Flying Tigers"
4. Establish graphic standards.
Part One - The actual logo for the Flying Tigers was designed by Walt Disney, featuring a leaping tiger with small wings. In reality, the accepted popular look and feel was derived from the natural characteristics of the Curtiss P-40 Tomahawk. The plane had the ideal nose cowling for painting a mouth full of teeth. This nose art was actually of a shark. But those teeth still lent themselves to the maw of a big cat and became synonymous with the Flying Tigers.
Part Two: The P-40 was simply a rugged, mean hunk of flying metal. It was heavily armored around the engine and cockpit. It also carried two .50 caliber nose guns along with two .303 cal guns in each wing. Quite frankly, it was just a brute.
5. Consistently and uniquely execute the branding program.
The proof was in the pudding with an 8-month record showing that the original AVG Flying Tigers were credited with destroying about 130 enemy aircraft. Losses amounted to only 14 AVG aircraft. This would be the inspiration when the AVG were rolled into the offical American forces in August of 1942.

Spartans are beast!


Spartans are one of the most enduring and celebrated brands from all of ancient history. And nothing exemplifies that brand more than their last stand at Thermopylae, forever carving the Spartan promise into the western mind ... and deservedly so.

In 480 BC, Greek city-states united for the first time in defense against a massive Persian army. A Greek force of only 7000 was led by a mere 300 Spartans – all against an invading army that modern historians number around 200,000 men. Ancient sources cite more dramatic counts of more than one million soldiers from all corners of the Persian Empire. Numerically speaking, I guess 28-to-1 is a helluva lot better than 143-to-1. But from a boots-on-the-ground perspective, it's little like standing on a sandbar relieved the swelling tsunami is only 30 feet tall versus 150. But I digress.

The film, 300, was based on Frank Miller's graphic novel.
The battle at Thermopylae lasted just a few days with the Greeks holding fast and inflicting horrendous casualties on the eastern invaders. To the soldiers of Sparta, this was a battle worthy of their efforts. No one illustrates this better than the ancient historian, Herodotus. He recorded that one Greek complained of Persian archers being so numerous their arrows would black out the sun. To this the bravest of all Spartans, Dienekes, replied, "Good, then we fight in the shade."

That mindset lends meat to why 6,700 guys were willing to stand along side the Spartans in the face of very, very, very long odds. But those odds ran out on day three when a fellow countryman betrayed the Greeks. Suddenly outflanked by the Persians, and ridiculously outnumbered, the Spartans remained. Joined by about 1000 fellow Greeks, they covered the retreat of more than 3500 comrades.
Here’s how modern historian, Victor Davis Hanson, describes the impact of this event: 
"So almost immediately, contemporary Greeks saw Thermopylae as a critical moral and culture lesson. In universal terms, a small, free people had willingly outfought huge numbers of imperial subjects who advanced under the lash. More specifically, the Western idea that soldiers themselves decide where, how, and against whom they will fight was contrasted against the Eastern notion of despotism and monarchy — freedom proving the stronger idea as the more courageous fighting of the Greeks at Thermopylae, and their later victories at Salamis and Plataea attested." 
Although wildly exaggerated and filled with wholly fictionalized characterizations, Frank Miller's graphic novel, "300,"and the movie it inspired, stylishly capture the root elements that really differentiated Sparta from all other Greek city-states. Indeed, attributes that held Sparta up to all the ancient and modern worlds as the finest soldiers.

Therefore, submitted for your approval...

1. Determine the most appropriate brand-positioning attribute.
Sparta practiced eugenics. That meant all newborns had to measure up to very high brand standards. Elders judged each infant for potential military fitness. If a baby was "puny or deformed", then he was thrown into a chasm, discarded.  
At age seven, Spartan males began military training called the Agoge, which was a very refined system to build discipline and physical toughness, and to reinforce loyalty to the Spartan state. Graduation into the Spartan army came at age eighteen – assuming the student survived – and by then the males were so motivated by "honor and glory", they saw battle as their duty. 
This warrior code was at the heart of Spartan society (see additional commentary on Spartan women below). Honor and glory were core values – essential attributes for Spartans. 
Sparta – Prepared for Glory! 
2. Devise a distinctive way to articulate the brand position.
The Spartan shield was hugely symbolic. In the Spartan phalanx, the shield not only protected the individual soldier but the also the man to his left. It was part of the every soldier's subordination to his unit, his critical component to its victory, and his solemn responsibility to his fellow Spartans. 
To return from battle without his shield was shameful, and assumed it was flung at the enemy while running away –– an act punishable by death or banishment. 
So when a Spartan man went to war, his wife would present him with his shield and say: "With this, or upon this," meaning that true Spartans could only return to Sparta either victorious with their shield in hand or dead, being carried upon it. 
With this shield, or upon it. 
3. Develop a focused brand personality that customers can use to recommend or introduce your company to others
Sparta – it’s about victory or death. 
4. Establish graphic standards.
Here again the Spartan shield comes into play. Yes, we often see images of the hoplite helmet associated with Sparta, but the true symbol of a Spartan soldier was his shield. And typically on the shield was the Greek letter for L. This meant Laconia, the region of Greece where Sparta was founded. 
Any opposing force instantly knew with whom they were about to tangle when they saw the familiar, and feared, Laconic symbol on the shield before them. 
5. Implement internal branding programs to reward employees for behaving in ways that are consistent with the brand personality
Even mothers enforced the warrior code. Legend has it that a Spartan warrior ran from battle and back to his mother. While he expected protection from her, she reacted to the contrary. She did not protect him from public shame and, along with some of her friends, chased him while beating with sticks. He was then forced to run up and down the hills of Sparta yelling his cowardliness and inferiority. 
6. Consistently and uniquely execute the branding program.
Eventually Sparta emerged as the dominant power over several key Greek states, including Athens and her navy. Not long after Thermopylae, Sparta surpassed the Athenian Empire and had invaded the Persian provinces in what is today Turkey and all around the Black Sea.  
Eventually there were revolts and Sparta’s “empire” began to recede. Still, it continued as a regional power for over two centuries. Consider that neither Philip II nor his son Alexander the Great ever tried to conquer Sparta itself. 
In terms of living the brand, check this out: Philip II sent Sparta this threat, "If I enter Laconia, I will raze Sparta." The Spartan reply was, "If."


A little something about Spartan women. 

No discussion about Sparta is complete without at least some mention of Spartan women. Nowhere else in the classical world did women sustain such considerable rights and equality to men than in Sparta. Girls were educated in a fairly extensive formal system somewhat similar to that of the boys, but with less emphasis on military training. This was so unique in classical Greece and most other ancient societies. Women simply did not receive any kind of formal education.

But in Sparta, women had status, power, and respect. They managed their own properties, as well as the properties of male relatives who might be off with the army. In contrast to Athenian women, should a Spartan woman become the heiress of her father because she had no living brothers, she was not required to divorce her current husband in order to marry her nearest paternal relative.

Also unlike Athenian women, who wore heavy and concealing clothes, Spartan women wore short dresses. They were free to roam about as they pleased whereas Athenian women were rarely seen.

You could say that Spartan women were central to living the Spartan brand, and the source of Sparta’s strong internal branding strategy. The proof is in Plutarch's Moralia, which contains a collection of "Sayings of Spartan Women." Most notable is a quote attributed to Gorgo, wife of King Leonidas I (one of the 300). When asked why Spartan women were the only women in the world who could rule men, Gorgo replied "Because we are the only women who are mothers of men.”

Teamwork

History is made up of many noted individuals, both good and bad. Yet a common thread is that behind each one of them was a team united in cause and vision. Below are ancient and modern examples of team brands. Teamwork is defined differently depending on who is writing the definition. But no matter how you slice it, most agree it includes communication, coordination, effort, and most importantly—cohesion. Without some sort of binder, the individual ingredients are free radicals, to use a chemical term.  Yet as any former or serving military will tell you, once a bond is set ... the team is not only tight and effective—it's lethal.

The Silver Bullet Myth

The Silver Bullet—everybody tries to fire off that single thing, whatever that thing may be, to solve a problem or challenge. That’s a heavy burden for one thing.
In marketing, there's a lot of jumping on bandwagons. Social media, for instance, or quick response (QR) codes for another, these are things people will hipshot react to and demand from marketing teams without first considering if they are even applicable to the audience, or how to incorporate them into the marketing mix, or establishing success metrics.

"We have to have it!" is simply and often the battle cry. Those are great tools to have in the arsenal, but to be frank, there is NO silver bullet. That’s why the Lone Ranger carried two six guns. Six shots are better than one, and twelve are better than six. Rarely can one single thing solve your marketing issues, except maybe deliberate planning.

So when the next big trend or fad hits, sit back, think a second and cogitate on whether or not it fits into your marketing mix; and how. If you don’t have a mix, get one, because a lack of foresight is like firing blanks when the Indians charge.

Baseball and the Rosetta Stone

What in Babe Ruth’s name does baseball have to do with an ancient stone bearing Egyptian and Greek text? A lot. A few years ago I coached a little league team—T-ball. During a game, my team was fielding and there were two outs with a runner on first. My first baseman fielded a hit right to him and he was only steps away from fist base. I hollered, “Tag the bag!” He proceeded to sprint after the runner heading to second, and who outran him, making it to second, while the batter also made it to first.

When I said, “bag”, my players had no idea I meant base. They were new to the game and didn’t have the slang down. From that day on, I made sure to define my terms—in baseball and in marketing.

That’s the relevance. The Rosetta stone allowed scholars to understand ancient Egyptian hieroglyphs because they already knew ancient Greek. Similarly, agency-speak and corporate speak do not always align. And if there is one thing you learn, it’s to make sure you and your client are working from the same dictionary. You may think it doesn’t matter, but it can mean the difference between your team winning a shutout or suffering an epic slaughter.

Michelangelo's Sculpting

It might well be considered sacrilege in the art world to mention the Renaissance icon, Michelangelo, in the same sentence with something like "branding." Uttered with disdain from every connoisseur and art historian one might hear the words, "Excuse me?" But in history are great tips for marketing and the art of branding. In fact the branding process is very much like sculpting if you approach it as Michelangelo did. And his words say it best.

Every block of stone has a statue inside it and it is the task of the sculptor to discover it. [And the] Carving is easy, you just go down to the skin and stop.
The wisdom is clear. The process flicks away the unnecessary bits to find the natural attributes to a brand. And it is the marketer’s job to identify them, not make them up, but discover them and know when he has what the brand itself needs. From there you polish and smooth out the contours and the edges, giving the brand a form that follows its needed function that will resonate with the audience.

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.

George Washington


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." 

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