The Branding Legacies of Thomas Watson Jr. and Augustus
The influence of branding on public perception is paramount in both business and politics, shaping the desired image. Prominent figures throughout history have demonstrated its profound impact, cementing their legacies and molding the perception of the causes they championed. These stories illustrate how branding drives substantial shifts in public image.
In this article, we explore the branding legacies of two remarkable individuals, Thomas Watson Jr. and Augustus. Despite different eras and fields, their approaches reveal intriguing parallels. A common thread in their journeys was emerging from the shadows of illustrious fathers. Watson Jr. faced the daunting task of rebranding IBM, while Augustus transformed his image as Rome shifted from Republic to Empire. Both shared the challenge of reaching a global audience: Watson Jr. for international markets and Augustus as a unifying force in newly acquired provinces.
Under the leadership of Thomas Watson Jr., IBM initiated product design revolutions with the genius of designers like Eliot Noyes and Paul Rand, propelling the company to transform its image as the global leader in technology. Simultaneously, Augustus, a political virtuoso, secured his empire’s stability with idealized statuary and monumental architecture, crafting the image of a revered global empire founder and navigating politics with precision and artistry.
Thomas Watson Jr.’s Branding Revolution: Transforming IBM for the Future
BACKGROUND
In 1956, Thomas Watson Jr. took on the roles of President and CEO at IBM, a significant challenge given his father’s legacy. He embarked on this path at a time when IBM had already gained global recognition, particularly for its association with typewriters and tabulating machines used in data processing and automation. Nevertheless, Watson Jr. had aspirations that extended beyond IBM’s existing dominance in the technology sector. His goal was to usher in a new era, one that would transform the company’s well-established image and elevate its identity to ensure IBM’s enduring success for future generations. In the face of growing competition, Watson Jr. understood the critical importance of innovation, research, and forward-thinking as essential drivers of the company’s evolution.
GOALS
Thomas Watson Jr.’s primary objective was to modernize IBM’s image, repositioning the company as a symbol of progress and cutting-edge technology in the face of intense global competition. Watson Jr. astutely recognized that IBM’s existing brand had historical roots that didn’t adequately showcase its technological prowess. To thrive in a fiercely competitive environment, he aimed to position IBM as an industry leader, placing strong emphasis on innovation and market leadership. Furthermore, he understood the importance of IBM maintaining integrity and ethical behavior to build enduring trust among customers and clients, all while recognizing the broader responsibilities of business in a changing world.
APPROACH
1. Modernizing IBM and the Iconic 8-Bar Logo
Watson Jr. led the charge in modernizing and upgrading IBM’s image, orchestrating a shift from a traditional company to a pioneering force in technology. Collaborating with the star designer, Paul Rand, Watson Jr. embarked on this transformative journey.
It’s worth noting that the iconic eight-bar IBM logo, meticulously crafted and introduced by Paul Rand in 1972, is intricately intertwined into IBM’s brand identity. This emblematic logo serves as a powerful representation of the company’s heritage, values, and unwavering commitment to advancing the technology and computing sectors. Its simple design and historical significance have firmly established it as one of the world’s most universally recognized corporate logos.
2. Transforming IBM Through Design Innovation
Thomas Watson Jr’s emphasis on design and innovative methods, encapsulated in the famous slogan “Good Design Is Good Business,” played a crucial role in transforming IBM’s image for years to come. Watson Jr. proactively collaborated with distinguished designers and architects, with one standout partnership being industrial designer Eliot Noyes, who defined and shaped IBM’s design philosophy. An excellent example of Noyes’ influence can be observed in the creation of the IBM Selectric typewriter, an elegant and iconic piece of technology that not only doubled typing speed but also significantly increased productivity compared to traditional typewriters with typebars that often jammed. One of its major usability improvements was the simple process of switching character sets, accomplished by merely changing the typeball, as opposed to dealing with entirely different sets of typewriters.
3. Transforming IBM’s Brand through Customer-Centric Innovation
Thomas Watson Jr.’s tenure at IBM marked a pivotal era of branding transformation. His visionary leadership brought about significant advancements in user experience and innovation. Watson Jr. championed a customer-centric approach, prioritizing user-centered design, conducting extensive market research to comprehend customer needs, fostering deep engagement with customers, and providing comprehensive user training. In parallel, he placed a strong emphasis on innovation in product development, introducing standardized architectures like the IBM System/360, and enforcing stringent quality control processes to ensure that IBM’s products were both cutting-edge and reliable. These strategic initiatives not only elevated the user experience but also transformed IBM’s brand, positioning it as an industry leader known for its commitment to user-centered design and unwavering customer satisfaction.
RESULTS
Under Thomas Watson Jr.’s leadership, IBM successfully rebranded into a modern and cutting-edge tech company with a people-first and client-centric approach. IBM also focused on corporate responsibility, emphasizing ethics and global social awareness. They strategically expanded globally, adapting to diverse markets and regulations while consistently introducing innovative technologies. Watson’s long-term vision prioritized user-centered design, resulting in advanced, user-friendly, and highly functional products. This customer-centric approach solidified IBM’s position as a tech industry leader, fostering brand loyalty and an enduring legacy.
Now, let’s delve into the story of Augustus and his remarkable journey of masterful branding transformation!
Political and Personal Branding: The Augustus Journey for Dynastic Succession
BACKGROUND
Augustus, a shrewd and strategic leader, played a central role in numerous civil wars that spanned nearly two decades. He inherited not only Julius Caesar’s wealth but also his political legacy after being appointed by Caesar’s heir. In the eyes of the public, he appeared similar to the power-hungry generals he had defeated. Julius Caesar met a brutal end at the hands of fellow senators despite his unprecedented success through military campaigns. His appointment as “dictator perpetuo” concentrated significant power in one person, posing a substantial threat to the Roman Republic, which had a history of opposing such centralized authority since its founding. Alas, Heroes like Caesar came and perished, but how did Augustus not only survive but also become the founder of Imperial Rome?
GOALS
Augustus faced the daunting task of conveying his respect for the Republic while quietly laying the foundation for an effective autocracy. This intricate balance demanded subtlety in signaling his intentions. One significant action he took to stabilize Rome was reducing the number of legions, which symbolized the end of prolonged civil wars to the public. Simultaneously, he aimed to transform Rome into a Mediterranean marvel, transitioning to a more civilian role in governance while concealing his political ambition. This transformation ultimately earned him recognition as a compassionate founder of a new Rome throughout his vast empire.
APPROACH
- Res Gestae Di Divi Augusti ( The Deeds of the Divine Augustus )
In his autobiographical account, ‘Res Gestae,’ Augustus offers a first-person perspective on his life and rule. This document not only highlights his political and military accomplishments but also underscores his significant contributions to Rome and its citizens. From a branding and image transformation perspective, it allowed Augustus to strategically communicate his achievements, craft a narrative of divine leadership, and ensure his image as a revered and divinely appointed ruler. Moreover, the widespread distribution of copies of this document throughout the Roman Empire solidified his legacy, making it a pan-imperial phenomenon that would endure for generations.
2. Portraits of Immortality: Augustus’s Eternal Youth in Branding
Throughout his rule, Augustus maintained a perpetually youthful appearance, evident in iconic portraits like the renowned ‘August of Prima Porta,’ which notably idealized his features while retaining his distinct facial characteristics, especially his eyes. This commitment to a youthful persona raises questions about the deliberate nature of his image projection, emphasizing the strategic branding that secured his enduring legacy.
The breastplate on this statue narrates Augustus’s triumphant recovery of ‘the eagles’ lost during Crassus’s ill-fated campaign in Parthia, symbolizing his role as a Imperator (victorious general) who rectified his predecessor’s blunders. The statue’s scrutiny and approval by Augustus or trusted advisors underscore the importance of consistent image cultivation for a lasting brand legacy. In essence, Augustus’s use of a Greco-Roman hybrid portrait to convey eternal youth and restore Rome’s honor exemplifies masterful ancient branding.
3. The Branding Mastery of Augustus: Chief Priest, Administrator, and Victorious General
In his role as the Pontifex Maximus (chief priest), he was portrayed as a figure of piety and sacredness, projecting an image of reverence and devotion to religious duties. Additionally, Augustus was depicted as Magistrate (chief administrator), emphasizing his competence in governing the Roman Empire. This portrayal highlighted his administrative prowess and leadership skills.
These diverse depictions allowed Augustus to convey his multifaceted qualities and capabilities to the Roman populace, reinforcing his image as a versatile and effective leader.
4. Imperial Image Crafting: How Augustus’s Female Counterparts Shaped Roman Perception
The shaping of the imperial image extended beyond Augustus alone; it was a collaborative endeavor led by both male heirs of the Julio-Claudian lineage and their female counterparts within the imperial family.
Livia, Augustus’ politically sophisticated wife, served not only as an ideal matron but also as Augustus’ advisor and political partner. She skillfully managed her dual roles, displaying meticulous calculation in her actions. Additionally, she was known for her frugality and her guidance of the ladies in the imperial circle, helping them project the perfect image for the “Augustan dynasty.” Portraits and sculptures of these ladies consistently reflected their modest hairstyles, a visual embodiment of the values and ideals Augustus sought to promote within the Roman society.
Octavia the Younger, renowned not only as Augustus’ sister but for her embodiment of virtuous kindness and maternal care, held a unique place of reverence, transcending her political role to become pivotal in shaping the ideal Roman woman. Her unwavering dedication was exemplified by nurturing her stepchildren from her husband, Mark Antony, and establishing an orphanage, demonstrating her commitment to supporting orphaned children. Public sculptures and portraits consistently depicted her with a modest hairstyle, aligning with the image Augustus sought to convey and underscoring her embodiment of traditional Roman values, solidifying her status as an exemplary Roman woman.
RESULTS
Augustus not only successfully transformed his branding but also established the foundations for dynastic succession, which saw the reigns of Tiberius, Caligula, Claudius, and Nero, ultimately marking the end of the Julio-Claudian dynasty. He astutely projected his image, showcasing not only his administrative prowess but also the importance of unity.
His achievements extended beyond his lifetime; in the distant future, he is often hailed as one of the greatest emperors and remains a subject of extensive study.
Conclusion
Both Thomas Watson Jr. and Augustus demonstrated a remarkable ability to expertly rebrand and reshape their respective domains. In the annals of history, Augustus transformed Rome, ushering in an era of peace and prosperity that laid the foundation for an enduring empire. In a parallel narrative, Watson Jr. astutely rebranded IBM, elevating it to a symbol of innovation and technological prowess. As they navigated formidable challenges, these visionary leaders strategically positioned their entities for long-term success, leaving an indelible mark on the worlds of technology and ancient civilization. In conclusion, their legacies stand as a testament to the enduring power of effective rebranding and visionary leadership.
Jin Leem is a UX and visual designer at IBM based in Research Triangle Park. The above article is personal and does not necessarily represent IBM’s positions, strategies or opinions.
