🍿 The art of writing empires into existence...

How JFK and Napoleon used Personal Brands to build their empires.

Author

Wouter Teunissen
January 19, 2024

Welcome

Something i've been really fascinated by lately is. Personal Brands.

"ugh here he goes again" i know i know. But you've not heard about this. You know about the folks like Hormozi, Sahil Bloom etc who use brand to make bank.

But what you didn't know is that this is nothing new.

Personal Brands are as old as time. Today i'm going to highlight the power of brand by looking at the following people. You may recognise some:

  • John F Kennedy

  • Napoleon

  • Benjamin Franklin.

By looking back in time, we can connect the dots. Looking back that's easy to do, predicting trends is harder. But what worked for these men will work for you. If anything there's less noise and outside factors so it is maybe even easier to analyze and make conclusions looking back.

Anyway, here is how these men used personal brand to become iconic members of history.

Numero Uno
John F. Kennedy:

Kennedy was a phenomenal orator. you know this. He is known for his iconic speeches with 'zingers'. Like his one liner -- "Ask not what your country can do for you".

Before any political campaign of Kennedy's happened. Kennedy was already a name known by most. Yes his dad was mega rich, but JFK made his own name.

After (or just before) graduating from Harvard Kennedy toured the world. he was able to talk to major political figures across the world. This allowed Kennedy to write a book on his observations.

He would channel this into a hugely succesful book called 'Why England Slept" which looked at Englands lack of war readiness in the 1930's.

The book's success elevated Kennedy's public profile. He was seen as a young intelligent author which really greatly built his image as a political figure in later life.

This early publishing was the brand building that you adn I do when we tweet. It's getting our thoughts out and attracting people to think we're smart or interesting.

Kennedy effectively did the same which is just insanely cool. Now he succesfully captivated on this by being a great speaker.

Kennedy's writing was key in his political communication. His team understood the power of language, and they used it to resonate with the American public.

Now Kennedy was a very popular president. Someone else who grew to power quite young is Napoleon. He also was phenomenal in using propoganda to build himself up (it's a big reason his Egypt invasion was seen as a success. Even though objectively it was not).

Numero 2
Napoleon

Napoleon. Known as the short dude who conquered Europe. Was one of the greatest military leaders in History. His success can partially be attributed to his writing. He was completely in control of the narrative being talked about him for much of his life.

The art of writing empires into existence

Napoleon used propaganda to cultivate a positive image.

He commissioned paintings, sculptures, and writings that portrayed him in a favorable light. For example The Coronation of Napoleon in which he crowns himself. He also is famously seen riding a Horse (not a donkey) in his 'crossing the alps' painting.

Why? Cause it looks bad-fucking-ass. Napoleon wasn't afraid of pushing the envolope to make himself look good.

Here are some examples of exaggerations Napoleon commisioned.

Whatever you think of Napoleon, there is one thing people agree on. Napoleon succeeded in building his personal brand so much so that he became Emeperor of a country, that had a revolution to remove it's king!

Even French President Emmanuel Macron has praised him, saying that:

"Napoleon is the man who gave shape to our political and administrative organization, to the uncertain sovereignty that emerged from the Revolution....After months of failure, with France besieged, Napoleon was able to incarnate order"

He was a master of propangda. Always trying to curry favour with the people. it's his sophisticated manipulation of the press (highlight early in his career, when he painted himself as the 'Saviour of Toulon').

Napoleon would write short snippets or columns in the French papers. As early as his first Italian campaign, and to some extent during his Egyptian campaign he wrote often.

"This was evident in his correspondence with the Executive Directory, in his bulletins, and in his relationship with the press of the Revolutionary era(Hanley, The Genesis of Napoleonic Propaganda).

Without that brand, Napoleon doesn't conquer Europe... So what are you waiting for?

Bonus
Benjamin Franklin

Benjamin Franklin has been called many things throughout history. An inventor. A politician and a scientist. But none more important than what he called himself: a printer.

“No one in eighteenth-century America had more to say more stylishly, wittily, satirically, and, when it most mattered, convincingly on subjects from indigestion to independence than Benjamin Franklin”.

“He used his press skillfully and frequently. His ability to amuse drew Franklin a wide audience, and his ability to persuade helped create a new nation”

Franklin wrote frequently under various aliases, highlighting his fun wittedness with writing. Eventually he opened his own printing shop. He discussed anything from Marriage to Politics becoming a household name.

Franklin noticed the power of the press (and personal brand) when 'The Pennsylvania Gazette' launched in 1728 by Samuel Keimer (his former employer).

In 1729, Franklin bought the journal, and immediately made it into a popular paper. As Franklin’s paper became most widely read periodical in the colonies, his voice became more and more influential. And the reputation of his inquisitive mind grew as a result (ExplorePAHistory).

One of his works that could also be considered extremely influential to his career and for the course of history is Poor Richard’s Almanack. This was a yearly publication that he started in 1732 and ran for 26 years!!

“His maxims—some original and some adapted—seeped into the common consciousness, where they remain to this day, shimmering in wit, shining in wisdom, and sometimes dripping in their cynicism”

This reach and influence undoubtedly gave Franklin immense control over his public perception. Allowing him to influence public opinion easily.

And for fun, here are some phrases he coined:

  • Early to bed and early to rise, makes a man healthy, wealthy and wise.

  • Three keep it a secret if two of them are dead.

  • Necessity never made a good bargain.

  • A penny saved is a penny earned.

  • Lost time is never found again.

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