Strategic Branding in the Beltway Marketplace

President Bush rides in a HUMVEE with General H. Norman Schwarzkopf during his visit with troops in Saudi Arabia on Thanksgiving Day

Strategic branding is about conveying ideas persuasively. So be choosy when sifting through history to help sell your ideas, and connect yourself with proven winners.

“Branding,” or labeling, people, ideas, and things is a competitive sport in Washington, DC, and America has a president who delights in it. For two Harvard Business School professors branding means learning to “strategically craft powerful, resonant, and unique brand positions to help products stand out amidst the cacophony of the marketplace.” Entrepreneurs search for that memorable image, catchphrase, or tagline that lodges in the brains of influential folk—and earns influence for producers of goods and services.

Nor are strategists exempt from marketing their ideas. Far from it: we’re like marketers on Madison Avenue, forever on the hunt for the strategic counterpart to the Most Interesting Man in the World or the GEICO Gecko—the jingle or ad campaign that administration officials, congressmen, or whatever important audience we’re targeting can’t get out of their heads. “Containment,” “offshore balancing,” “restrainment,” “congagement,” “frenemies,” and of course “Thucydides trap” are just a few catchphrases strategic entrepreneurs have dreamt up over the decades.

Strategists being strategists, we often turn to history—or to historical figures—to help brand our ideas. Thucydides trap, for instance, caught on in large part because the Peloponnesian War and its chronicler still exude glamour two millennia after Athens’ fall to Sparta and its league of allies. Or, because few are familiar nowadays with the Roman dictator Fabius Maximus, it’s commonplace to put George Washington’s face on “Fabian” strategies. Washington remains a popular figure and was a deft practitioner of Fabius’ brand of delaying measures. The imagery stays with students—and so does the strategic concept.


Not every effort to use history as salesmanship works, though. What makes a good historical metaphor? First of all, pick from history that’s familiar to a critical mass of the demographic you’re attempting to persuade. World War II is an obvious source of analogies for reaching out to American audiences. It’s our Iliad. Failing that, choose history that may be unfamiliar but broadcasts a simple message and has proven appeal even for newcomers. The classics abound with analogies.

Important lessons can manifest themselves in obscure cases; they commonly do. But the more historical background you have to cover to explain the metaphor, the less readily it will register with readers or listeners. Some world-historical events are now largely forgotten, while attention spans expire in a hurry. Think about the battles that made Great Britain master of North America and the maritime world in 1759. These were victories that changed the fates of nations, including our own. Yet it would be hard to make the Battles of Quebec or Quiberon Bay household names. You’d spend too long reviewing the basic facts of the Seven Years’ War to put the analogy in context. Eyes would glaze over.

So historical episodes that are well known, straightforward, or both should constitute your first resort. When addressing a Chinese audience or China specialists, for example, citing the Great Wall evokes a great deal. Toshi Yoshihara and I once likened a first island chain fortified by U.S. allies to a “Great Wall in reverse” that imprisons Chinese ships and aircraft within the China seas. The imagery struck a chord. Viewed from China, the notion of a barrier that keeps China in—rather than nomadic raiders or other foes out—is deeply unsettling.

So make the analogy or metaphor short and punchy, and make it speak to your particular audience. In the ideal case it should be expressible as a parable, a simple story with takeaways immediately intelligible to hearers or readers. Too much ambiguity or nuance subtracts power from the metaphor.

Second, beware when pulling ideas from historical figures. Concepts from diplomatic or military theory may seem straightforward to you, but many are not in the everyday lexicon—even for lawmakers or military officialdom.