0:01

Hi, it's Terry O'Reilly. You may know

0:03

me as the host of Under the

0:06

Influence, but my passion is The Beatles.

0:08

And I'm hosting a new podcast series

0:10

called The Beatlesology Interviews. I get to

0:12

talk to people who worked with the

0:15

Beatles and loved the Beatles and people

0:17

who write about the Beatles. And their

0:19

stories are surprising and so very interesting.

0:22

The Beatlesology Interviews. Give it a listen

0:24

today. Hey,

0:32

I'm Ryan Hey, I'm Ryan

0:34

Reynolds. Recently, I asked Mint Mobile's legal

0:36

team if big wireless companies are allowed

0:38

to raise prices due to inflation. They

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Baker That's

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a spicy meatball.

3:06

What love doesn't

3:09

conquer. Alka'selser will.

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What a relief!

3:15

You're under the

3:17

influence with Terry

3:20

O'Reilly. When

3:30

tennis great Andre Agassie first

3:32

played rival Boris Becker, Becker

3:34

beat him three times in

3:36

a row. Agassie said Becker's

3:38

serve was something the game

3:40

had never seen. It was

3:42

explosive. No one had hit

3:44

the ball with that much

3:47

ferocity and power before. Agassie

3:49

needed to figure out a

3:51

way to cope with Becker's

3:53

big serves. while other players

3:55

spent additional hours in the

3:57

gym trying to bulk up

3:59

to match Becker's power. Agassie

4:01

sat on his couch and

4:03

watched hundreds of hours of

4:06

tape on Becker's game. Then

4:08

one day, he spotted something.

4:10

Agassie noticed that Becker had

4:12

a weird, consistent tick. It

4:14

was his tongue. Becker would

4:16

go into his pre-service rocking

4:18

motion, his usual routine, and

4:20

just before he was about

4:22

to toss the ball, he

4:25

would stick his tongue out.

4:27

It would either be right

4:29

in the middle of his

4:31

lip or it would be

4:33

in the left corner of

4:35

his lip. So if he

4:37

was serving in the deuce

4:39

court and he stuck his

4:42

tongue out in the middle

4:44

of his lip, he was

4:46

serving up the middle. But

4:48

if he put his tongue

4:50

to the side, he was

4:52

going to serve out wide.

4:54

It happened over and over

4:56

again, consistently. The hardest part

4:58

for Agacy wasn't returning his

5:01

serve. The hardest part was

5:03

not letting Becker know. He

5:05

knew this. So Agassie had

5:07

to resist the temptation of

5:09

reading his serve for the

5:11

majority of the match, and

5:13

rather choose the moments when

5:15

he was going to use

5:17

that information on a given

5:20

point. Years later, Andre Agassie

5:22

was having a beer with

5:24

Boris Becker and said, By

5:26

the way, did you know

5:28

you used to give away

5:30

your serves by the consistent

5:32

way you positioned your tongue?

5:34

Boris. nearly fell off his

5:37

chair. Becker said he would

5:39

go home after their matches

5:41

and tell his wife, it's

5:43

like he reads my mind.

5:45

Of course, Agassie wasn't reading

5:47

his mind. He was reading

5:49

his tongue. In the world

5:51

of marketing, one of the

5:53

major elements in effective branding

5:56

is consistency. while a brand

5:58

can tell new stories in

6:00

its advertising. the basics remain

6:02

consistent. Look, packaging, colors, etc.

6:04

That unique position in the

6:06

marketplace is made up of

6:08

the brand's basic promise and

6:10

consistent imagery that sets it

6:12

apart from its rivals. And

6:15

if you want proof of

6:17

that marketing playbook, look no

6:19

further than to how some

6:21

of the most memorable characters

6:23

in history serve up their

6:25

image. Julius

6:28

Caesar was one of the

6:31

earliest leaders to understand the

6:33

concept of personal image and

6:36

the power it possessed. To

6:38

begin with he was a

6:41

master of personal image and

6:43

the power it possessed. To

6:45

begin with he was a

6:48

master of self-promotion, writing his

6:50

own military memoirs. It was

6:53

full of propaganda and applauded

6:55

his own military prowess. Like

6:58

many great brands, the Roman

7:00

dictator had a memorable slogan,

7:03

I came, I saw, I

7:05

conquered. According to various sources,

7:08

Julius Caesar was a tall,

7:10

well-built man with dark eyes.

7:13

He broke from tradition by

7:15

wearing a loose-fitting Senator's tunic,

7:18

tied with an orange belt.

7:20

This baggy look was, by

7:23

all reports, startling to Romans

7:25

at the time. He also

7:28

sported long wrist-length sleeves with

7:30

fringes. Also unorthodox. One of

7:33

his ardent opponents once said,

7:35

Beware the boy with the

7:38

loose clothes, for one day

7:40

he will mean the ruin

7:43

of the Republic. Caesar

7:47

also popularized another aspect of

7:49

personal imagery that has endured

7:51

over the centuries, specifically the

7:54

combover. Apparently old Julius was

7:56

prematurely balding. was self-conscious. So

7:59

he combed his hair over

8:01

and forward and wore a

8:04

laurel wreath at every opportunity

8:06

to further cover up his

8:08

shiny dome. If you've ever

8:11

seen Hollywood movies portraying ancient

8:13

Rome, you'll notice that everyone

8:16

around Caesar began wearing the

8:18

same hairstyle, even if they

8:20

weren't balding. His followers were

8:23

shameless in trying to please

8:25

him. Caesar

8:28

was the first warlord to insist

8:30

his face be stamped onto Roman

8:33

coins. It was the first time

8:35

a living Roman had ever been

8:38

given that honor. It was a

8:40

message to the world at large

8:42

that Caesar was the absolute ruler

8:45

of Rome, and his face was

8:47

the gold standard. He also sat

8:50

atop a golden chair in the

8:52

Senate, another example of his branding,

8:54

and he had statues of himself

8:57

erected in public temples. The month

8:59

in which he was born, Quintilas,

9:01

was renamed Julius in his honor,

9:04

which we now call July. He

9:06

was a strong man who ruled

9:09

by force and made a big

9:11

show of his military in government.

9:13

All told Julius Caesar created a

9:16

cult of personality that has been

9:18

the model for many dictators and

9:20

want to be dictators throughout history.

9:26

Caesar's girlfriend, Cleopatra, was also

9:28

acutely dialed into her own

9:30

personal branding. She had a

9:32

trademark hairstyle called a melon

9:34

cofure, with tightly braided hair

9:36

pulled into a bun at

9:38

the back of her neck.

9:40

She was very fond of

9:42

pearls. She had them encrusted

9:44

in her sandals, her clothing,

9:46

and even in her tightly

9:48

coiled hair. She also wore

9:50

gold arm bands around her

9:52

biceps that were made to

9:54

look like snakes. When

9:58

I think of Cleopatra I

10:00

think mostly of her trademark

10:03

makeup. She darkened her eyebrows

10:05

and wore golden flaked blue

10:08

eyes shadow from her lids

10:10

to those brows and green

10:13

on her lower lids. She

10:15

also extended her black eyeliner

10:17

to almost cat-like points. Together

10:20

and apart, both Caesar and

10:22

Cleopatra were striking examples of

10:25

consistent, powerful personal branding. Hey,

10:44

I'm Ryan Reynolds. Recently, I asked Mint

10:46

Mobile's legal team if big wireless companies

10:48

are allowed to raise prices due to

10:50

inflation. They said yes. And then when

10:52

I asked if raising prices technically violates

10:54

those onerous two-year contracts, they said, what

10:56

the f*** are you talking about, you

10:59

insane Hollywood a*****e? So to recap, we're

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cutting the price of Mint Unlimited from $30 a month to just

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11:13

40 gigabytes details. Jumping

12:02

ahead 2,000 years

12:04

there was another

12:06

person who was

12:09

revered by millions

12:12

and who fashioned

12:14

an absolutely

12:17

unique look.

12:19

So unique,

12:21

even his

12:23

silhouette was

12:25

easily identified.

12:27

Meet film star Charlie

12:29

Chaplin. Born in England

12:31

in 1889, Chaplin made

12:33

his way to Hollywood

12:35

in 1913, just as

12:37

the film industry was

12:40

emerging. Beginning in a

12:42

1915 film titled The

12:44

Tramp, Chaplin took on

12:46

a very specific persona.

12:48

For that film, and for

12:50

the next 22 years in

12:52

25 films, Chaplin's little tramp

12:55

character would sport the same

12:57

exact look. A small black

12:59

derby hat, a black coat button

13:02

too tightly, black trousers that

13:04

were too baggy, and gigantic size

13:06

14 shoes worn on the wrong

13:08

feet. And he developed a quick

13:11

wattle walk, often with a

13:13

cane or an umbrella in

13:15

hand. Chaplin

13:18

also sported a small toothbrush mustache

13:20

because he wanted to appear older

13:23

as he was only 24

13:25

at the time. Interestingly, he chose

13:27

the tiny mustache for a

13:29

very specific reason. He didn't

13:31

want it to hide his facial

13:33

expressions. The look of Chaplin's

13:35

little tramp would become one

13:37

of the best known most beloved

13:39

screen images in the world. Chaplin

13:42

said he had put the costume on

13:44

almost willy-nilly nilly nilly one

13:46

day. while standing in a

13:48

wardrobe department waiting for the

13:50

rain to stop. But the moment he

13:52

put it all on, he said he

13:55

knew he had created something special. And

13:57

by the time he walked out onto the

13:59

stage, the tramp... was fully formed. Gags

14:01

and comedy ideas went racing

14:03

through my mind, he said.

14:05

The tramp character would come

14:07

to symbolize class and social

14:09

struggles, which Chaplin identified with.

14:12

His father was absent, and

14:14

his mother struggled to support

14:16

the family financially. She would

14:18

dress Charlie and his brother

14:20

up on Sundays and amble

14:22

down the high street, pretending

14:24

to be a class or

14:26

two above their station in

14:28

life. When his mother lost

14:30

her job and could no

14:33

longer afford to keep her

14:35

sons, they were sent off

14:37

to toil and dirty workhouses

14:39

before they were nine years

14:41

old. Those experiences would inform

14:43

his films and unique look

14:45

of the tramp. By 1918,

14:47

Chaplin was Hollywood's biggest star.

14:49

His little tramp was a

14:51

classic misfit, cheeky, unlucky in

14:53

love and shunned by polite

14:56

society. Audiences loved the way

14:58

he took the air out

15:00

of pomposity and loved the

15:02

tramp's resilience in the face

15:04

of adversity. Walt Disney once

15:06

said that Chaplin's tramp was

15:08

one of the inspirations for

15:10

the character of Mickey Mouse,

15:12

a little fellow trying to

15:14

do his best. All of

15:17

Charlie Chaplin's 25 Tramp films

15:19

were in black and white

15:21

and almost all were silent.

15:23

Chaplin finally retired the tramp

15:25

in 1936 in 1936 in

15:27

1936. In 1981, IBM

15:30

licensed the rights to the

15:32

Tramp character from Chaplin's estate

15:34

to create an advertising campaign

15:37

for its computers. Even more

15:39

than 60 years later, the

15:42

image of the Tramp was

15:44

still so recognizable, no footnote

15:47

was required. General Patton is

15:49

warmly welcomed at the White

15:52

House by his commander-in-chief, President

15:54

Truman. Patton is minus his

15:57

famous pistols on this visit.

15:59

He'll return to Germany General

16:01

George S. Patton was a

16:04

colorful World War II leader,

16:06

to say the least. He

16:09

was both inspirational and profane,

16:11

flamboyant and arrogant. To personify

16:14

all these traits, Patton broke

16:16

ranks and designed his own

16:19

military uniform. He wore a

16:21

highly polished silver helmet, riding

16:24

pants, and high cavalry boots.

16:26

He carried an ivory-grip silver-plated

16:28

colt-45 revolver on his right

16:31

hip and an ivory-grip Smith

16:33

& Wesson 357 magnum on

16:36

his left. Patton even practiced

16:38

a stern expression. He called

16:41

it his war face. Patton's

16:43

jeep-sported a claxen horn, so

16:46

he could loudly announce his

16:48

approach wherever he was going.

16:51

And he always kept his

16:53

pet bull terrier Willie by

16:56

his side, who was named

16:58

after William the Conqueror. In

17:00

1945, when Patton's famous tank

17:03

corps raced across Europe, Willie,

17:05

his second in command, sat

17:08

proudly beside Patton the entire

17:10

way. Patton's military look had

17:13

one purpose and one purpose

17:15

only, to project the ultimate

17:18

warrior. He personified ruthless drive,

17:20

the will for victory, and

17:23

the desire to destroy the

17:25

enemy. Even the Nazis were

17:27

in awe of his imagery.

17:30

Patton really was the sartorial

17:32

bad boy of World War

17:35

II. but rather one single

17:37

item. Notoriously near-sighted, John Lennon

17:40

had always worn glass. but

17:42

never in public. Then, in

17:45

1967, he took a break

17:47

from the Beatles and acted

17:50

in a movie called How

17:52

I Wone the War, directed

17:55

by Richard Lester, who had

17:57

also directed A Hard Day's

17:59

Night and Help. In the

18:02

film, Lennon played a character

18:04

named Private Grip Weed. For

18:07

the role, he was given

18:09

round spectacles to wear. Those

18:12

spectacles were standard issue in

18:14

Britain, distributed by the National

18:17

Health Service. They were nicknamed

18:19

Granny Glasses because they were

18:22

mostly worn by senior citizens.

18:24

They couldn't have been more

18:26

ordinary or old-fashioned, but Lenin

18:29

kept the glasses after the

18:31

film was finished and wore

18:34

them on the famous Sergeant

18:36

Pepper album cover. Lenin lent

18:39

his coolness to the Granny

18:41

Glasses and they became all

18:44

the rage. Look at almost

18:46

any band from that era

18:49

or photos from the summer

18:51

of Love on. and everyone

18:54

is wearing round granny glasses.

18:56

It became Lenin's signature look.

18:58

And people still wear that

19:01

look today. Sometimes the consistent

19:03

element of a person's image

19:06

is a singular item, like

19:08

Lenin's glasses. And sometimes, glasses

19:11

can be the vehicle of

19:13

a person's image is a

19:16

singular item, like Lenin's glasses.

19:18

And sometimes, glasses can be

19:21

the vehicle of personal expression.

19:23

but change constantly. When you

19:25

conjure up an image of

19:28

Elton John, what comes to

19:30

mine first? It's probably one

19:33

of the over 200,000 pairs

19:35

of glasses Elton has owned

19:38

over his career. Here's something

19:40

I didn't know. He began

19:43

wearing glasses when he was

19:45

13 to copy Buddy Holly's

19:48

signature look. Elton, then 13-year-old

19:50

Reginaldional Dwight, didn't need glasses

19:52

for his site. he just

19:55

wanted to emulate his idol.

19:57

But after wearing them for

20:00

18 months... he said he

20:02

couldn't see a thing without

20:05

them. So the glasses became

20:07

a fixture. Being a piano

20:10

player, Elton was stuck on

20:12

a piano bench. He couldn't

20:15

move around like a guitar

20:17

player, and it frustrated him.

20:20

So, to make the most

20:22

out of a static position,

20:24

Elton started to have fun

20:27

by wearing outrageous costumes, dressed

20:29

as Donald Duck or the

20:32

Statue of Liberty. and match

20:34

those outfits with flamboyant glasses.

20:37

Over the years, Elton's glasses

20:39

became his absolute signature look.

20:42

Since the 70s, he has

20:44

collaborated with British luxury eyewear

20:47

company Cutler and Gross to

20:49

create some spectacular specs. Elton's

20:51

fixation with glasses happened just

20:54

as the entire eyewear industry

20:56

was changing. Lenses that had

20:59

been made of thick glass

21:01

were replaced with plastic lenses,

21:04

and the materials, shapes, and

21:06

color options exploded. That revolution

21:09

in eyewear manufacturing allowed Elton

21:11

to have some crazy glasses

21:14

over the years. One pair

21:16

had windshield wip on them.

21:19

Another had a retractable awning.

21:21

A foot-long pair spelled out

21:23

Elton in flashing lights. But

21:26

even when he stopped wearing

21:28

overt costumes in 1986, the

21:31

over-the-top specs stayed. Many pairs

21:33

of his glasses have been

21:36

auctioned off for charity, with

21:38

one pair selling for 22,000

21:41

US. It came as no

21:43

surprise that Elton launched his

21:46

own line of eyewear in

21:48

2021. He said the Elton

21:50

John I-Wear line celebrated confidence,

21:53

self-expression, and authenticity, adding that,

21:55

it's not just about the

21:58

glasses, it's about changing the

22:00

way people see themselves. Each

22:03

pair has a temple silhouette

22:05

of Elton's classic E trademark.

22:08

Don't go away. When we

22:10

come back, one of the

22:13

most powerful women in fashion

22:15

stays in vogue with her

22:18

own consistent style. Hey

22:23

there, Ryan Reynolds here, it's a new

22:25

year, and you know what that means.

22:27

No, not the diet. Resolutions. A way

22:29

for us all to try and do

22:31

a little bit better than we did

22:33

last year. And my resolution, unlike big

22:35

wireless, is to not be a raging

22:37

and raise the price of wireless on

22:39

you every chance I get. Give it

22:41

a try at midmobile.com/switch. $45 upfront payment

22:43

required equivalent to $15 per month, new

22:45

customers on first three-month plan only, taxes

22:48

and fees extra, speed slower above 40

22:50

gigabytes on unlimited, see mintmobile.com for details.

23:52

Speaking of eyewear, Anna Wintour

23:55

has a signature look. Wintour

23:57

has been the editor-in-chief of...

24:00

magazine since 1988, a remarkable

24:02

run. Born in England, her

24:04

father, Charles Winter, was the

24:07

editor there of the Evening

24:09

Standard. She began her career

24:12

in fashion journalism in 1970

24:14

when Harper's Bazaar merged with

24:17

the UK magazine Queen to

24:19

become Harper's and Queen. After

24:21

working for several other magazines,

24:24

she became the editor of

24:26

Vogue UK in 1986. She

24:29

instituted so many changes there,

24:31

the staff referred to it

24:34

as a nuclear wind tour.

24:36

One year later, she moved

24:38

to New York to take

24:41

over House and Garden magazine.

24:43

She incorporated so much fashion

24:46

into the publication, it was

24:48

nicknamed House and garment. Ten

24:51

months later, she became the

24:53

editor of Vogue U.S. To

24:55

begin with, she sports a

24:58

page boy bob hairstyle, which

25:00

has gone unchanged for decades.

25:03

While visiting Australia recently, a

25:05

hairdresser there trimmed her hair

25:08

once and her fringe twice,

25:10

all in one week. And

25:12

her hair was blow-waived daily.

25:15

That gives you an idea

25:17

of how sharp, polished and

25:20

precise, and a winter's hairstyle

25:22

is. She has a routine

25:25

of rising at 5.30 AM.

25:27

playing tennis, then has her

25:30

hair and makeup done before

25:32

arriving at her vogue office

25:34

by 730. She also wears

25:37

big black sunglasses, indoors and

25:39

out. Wintour says the dark

25:42

glasses prevent people from knowing

25:44

what she's thinking at fashion

25:47

shows. The hairstyle, together with

25:49

the glasses, are Anna Wintour's

25:51

iconic, consistent style. Quite

26:02

often a famous person's branding

26:05

consists of a single color.

26:07

Even though Annawintour's big fashion

26:09

no-no is to wear

26:11

head-to-toe black, the late Johnny Cash

26:14

always did. It was his signature

26:16

look and he rarely deviated from

26:19

it. It was a kind of

26:21

rebellion in the world of country

26:23

music at the time, where so

26:26

many performers wore bright

26:28

outlandish rhinestone outfits. His love

26:30

of black was first

26:32

inspired by laundry. Johnny's

26:35

drummer once said the

26:37

original reason Cash wore black

26:39

was simple. Back then, when

26:41

you left on tour, the longer

26:43

you could wear the clothes you

26:45

had on, the better it was.

26:48

So if you wore black, it

26:50

wouldn't show dirt as quickly as

26:52

anything else. But over the years,

26:54

the color black took on meaning

26:57

for Johnny Cash. He said it

26:59

became a symbol of the

27:01

poor, the downtrodden, and the

27:03

hopeless. He eventually wrote a

27:05

song to explain it,

27:08

titled The Man in Black, where

27:10

he sang these lyrics. Ah, I'd

27:12

love to wear a rainbow every

27:14

day and tell the world that

27:17

everything's okay, but I'll try to

27:19

carry off a little darkness

27:21

on my back, till things are

27:23

brighter, I'm the man in black.

27:26

Johnny Cash's daughter also said

27:28

there was a more subtle reason

27:30

why her father wore the color.

27:32

She said it reflected the sadness

27:34

and the mythic dark night of

27:37

the soul that he went through

27:39

so many times. The color was

27:41

all those things to Johnny Cash,

27:43

and that's why the world knew him

27:46

as the man in black. No

27:56

discussion of powerful personal branding

27:58

would be complete. without mentioning

28:00

his purpleness, the late Great

28:02

Prince. It's hard to know

28:05

exactly when Prince started adopting

28:07

the color purple, but it's

28:09

safe to say it truly

28:11

became his signature look with

28:13

the release of the song

28:15

and movie Purple Rain in

28:17

1984. It's also difficult to

28:19

know why Prince chose Purple

28:21

as his defining color. Some

28:23

say he chose it because

28:25

it blurred the lines between

28:27

the traditional male and female

28:29

colors of blue and pink.

28:31

and Prince did embrace adrogyny.

28:33

More likely, it was because

28:35

the color purple has been

28:37

associated with royalty for thousands

28:39

of years. Prince's clothing was

28:41

inspired by 17th century monarchs

28:43

with ruffled blouses, purple brocade,

28:45

and lots of lace. And

28:47

with a name like Prince,

28:50

which was his given name,

28:52

it only makes sense. Prince

28:55

definitely understood the power of

28:58

brand association. As the history

29:00

of marketing has shown us,

29:02

when a brand succeeds in

29:05

linking a positive feature in

29:07

the mind of its target

29:10

audience, it has won that

29:12

audience. After his passing, the

29:14

world paid tribute to him

29:17

in shades of purple. The

29:19

Empire State Building, the Eiffel

29:21

Tower, and even Niagara Falls

29:24

were all lit up purple.

29:26

In 2017, the Pantone Color

29:29

Institute unveiled a new purple

29:31

color to honor prints. It's

29:33

called Love symbol number two.

29:36

So many of the most

29:38

enduring stars and historical figures

29:41

all relied on consistency, especially

29:43

when it came to their

29:45

personal style. Charlie Chaplin's little

29:48

tramp, so iconic, so unchanged

29:50

for 22 years, made Chaplin

29:53

the most famous person on

29:55

the planet. General Patton's look

29:57

managed to inspire one army

30:00

and intimidate another. On Jeopardy,

30:02

the answer, The Man in

30:05

Black, is an easy win

30:07

by asking, Who is Johnny

30:09

Cash? It's also interesting to

30:12

me that Anna Wintour, whose

30:14

magazine tracks all the latest

30:17

fashion trends, chooses to have

30:19

a consistent personal look. The

30:21

choices these people made not

30:24

only set them apart, but

30:26

would reverberate for decades, if

30:29

not centuries. Both Caesar's combover,

30:31

Boo, and Cleopatra's dramatic eyeliner

30:33

live on to this day.

30:36

Prince left us nine years

30:38

ago, yet his purpleness still

30:41

rains, and John Lennon's granny

30:43

glasses are still cool nearly

30:45

60 years later. There's also

30:48

value in establishing a personal

30:50

style. A pair of Lenin's

30:52

glasses recently sold at auction

30:55

for $90,000 US. And the

30:57

revenue from Elton John's eyewear

31:00

line now funds his AIDS

31:02

foundation. There's a lot to

31:04

be said for consistency. Just

31:07

ask Andre Agassie, who won

31:09

10 out of the 14

31:12

times he played Boris Becker.

31:14

When you're under the influence.

31:16

I'm Terry O'Reilly. This

31:29

episode was recorded in

31:31

the Terstream Mobile Recording

31:33

Studio, producer Debbie O'Reilly,

31:36

chief sound engineer Jeff

31:38

Devine, research Angus Mary,

31:40

under the influence theme

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by Casey Pick, Jeremiah

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Pick, and James Atten

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Gauden. Tunes provided by

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next week. Hi, this

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is Taylor from Collingwood

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Ontario. The movie The

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Devil Wears Prada was

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