After watching Mr T, aka B.A. Baracus, aka Clubber Lang, aka Laurence Tureaud’s recent (disappointingly short) documentary on Netflix I couldn’t help but think what was it that made him so appealing.
He managed to go from an impoverished, black youth from the rough streets of Chicago Illinois, with no specific talent, to being one of the most recognisable faces and biggest celebrities of the 80s!
If you look at his career, he was only really in a few films, Rocky III being the most memorable and a potentially TV small series without him, the A-Team, but yet somehow Mr T was bigger than any of these combined, his shear presence and iconic style was what people remember and what drew people to him.
So from watching his documentary and being a big fan of him myself, I have tried to pinpoint the key areas that really made him popular and how we can learn from this when developing a brand:
- Unique / Intriguing Look: His classic mohawk haircut, gold chains and huge frame instantly made people take notice – a distinctive and memorable identity that he carried across various merchandising.
- Confident / Charismatic: He had convictions in his beliefs and everything he did was charismatic and engaging. He held strong with his views and didn’t cave to any external pressures.
- Honesty / Integrity: He always said things how they were and always did the right thing. He’d tell kids to drink their milk, eat their vitamins, listen to their parents, stay in school, don’t do drugs and always do the right thing. And he led by example too, always chosing roles with a positive character – no drug dealers or gangsters, his morals were true and he never wavered, no matter the cost.
- Helping Others: Being a good guy in the A-Team and even in real life with charity work and being a good Dad, he never once had bad press about him. He even talks of a time he went on a real life rampage after the men who robbed his own Mum at gun point! The only acts of violence were to protect and help the vulnerable, later becoming a bouncer and bodyguard.
- Mass Marketing: He pushed his brand in every way he could, making him a household name that both kids and adults recognised.
So looking at these points from a branding perspective; it seems a strong, unique style or product that stands out is key for that instant engagement.
Being confident to market yourself out there, whether it’s by socials, charity work, or trying something different – as long as it holds true to your core beliefs as a company, keep sticking your neck out.
Being honest and helpful to others (i.e customers) is what will lead to longevity. Helping where help is needed but not being a push over, learn to also say no. Hold values as a company and don’t waver from these, stay true to your message and make sure customers understand why your service exists, rather than just what your service is.
And being able to adapt and change to whatever the market or world throws your way will keep your business thriving. I feel this is maybe something Mr T lacked and is why his celebrity didn’t last much longer after the 80s. He’s had the odd resurgence of fame here and there but he was content. He already knew he’d made it the day his childhood promise came true – to buy his Mum a house. In his own words: “All I wanted to do is done – buy my mother a house and pretty dresses. I am complete. I. Am. Complete.”
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