2. Centuries Before Modern Advertising, Edward Teach Knew How to Build and Maintain a Brand
Blackbeard’s collaboration with Hornigold lasted until late 1717 when Hornigold retired from piracy. By then, Blackbeard had established his reputation as a fearsome pirate in his own right. In no small because Blackbeard paid great attention to establishing and maintaining his brand. He went out of his way to ensure that his appearance was both noticeable and terrifying to his opponents. His greatest defining feature, and the source of the name by which he became famous or infamous, was a thick and long black beard. Blackbeard was in the habit of plaiting his beard into braids, and decorating each braid with colorful ribbons.
His already ferocious appearance was made even more intimidating by the plethora of weapons he carried around. Blackbeard slung six pistols across his chest, thrust a variety of knives and daggers into his belt and boots, and wielded a wicked looking cutlass. To top it off, he attached slow burning matches to his beard, which sputtered and emitted clouds of thick smoke, and made him appear even more demonic. It was a psychologically effective display, and many ships surrendered as soon as they caught sight of the ferocious, crazy looking, and smoke spewing pirate.
