What Ancient Rome Can Teach Us About Influence, Perception, and Power

E720: What can we learn from how Ancient Rome mastered public perception?

Historian Gregory S. Aldrete joins the show to break down the surprising sophistication of Roman branding, influence, and propaganda - and what modern marketers can learn from it.

From Caesar’s third-person dispatches to Augustus’ image management masterclass, this episode explores the tools Rome used to dominate the narrative - across architecture, coins, rumors, and gladiator games.

If you're building a business, crafting a personal brand, or trying to stay top-of-mind in a noisy world, Rome’s playbook still applies.

In this episode, we cover:
• “Dignitas”: Rome’s original personal branding system
• How Augustus ruled with power and humility - and avoided assassination
• Viral scandals, propaganda, and the ancient version of going public
• Rome’s use of architecture, symbols, and story to win hearts and minds
• What Julius Caesar’s dispatches can teach you about Twitter/X
• How gladiator games doubled as political theater and emotional influence
• Rome’s version of top-of-mind awareness - and how they kept it
• How gossip, graffiti, and chants spread ideas like memes
• The Roman obsession with status - and how it shaped public image
• Lessons from Cicero on emotional persuasion and audience control
• How delivery and gesture amplified speeches in the Roman Republic
• Why statues, coins, and temples were part of a unified content strategy
• What Livy’s heroic myths reveal about Roman values and identity marketing
• How Rome used fear, loyalty, and shared identity to build trust and power
• The Roman military as a brand conversion machine for conquered people
• Why Augustus’ autobiography (Res Gestae) is a masterclass in subtle marketing
• What Rome’s failure moments teach us about bad PR and overreaching
• How Nero’s golden palace backfired - and what came after
• Parallels between ancient and modern “media ecosystems”
• What marketers, creators, and leaders today can learn from ancient influence strategy

Our guest, Gregory S. Aldrete, is a Professor Emeritus of History and Humanities at the University of Wisconsin-Green Bay, an award-winning educator, and the author of several acclaimed books on ancient Rome, including Gestures and Acclamations in Ancient Rome and The Encyclopedia of Daily Life in the Ancient World. He’s also the creator of multiple popular video lecture series with The Great Courses, where he brings ancient history to life for learners around the world.

⭐️ Gregory Aldrete’s Personal Website - https://gregorysaldrete.com/

⭐️ Greg’s CV - https://gregorysaldrete.com/hompage/aldrete-cv-page/

⭐️ The Great Courses - Gregory Aldrete’s Courses - https://www.amazon.com/History-Ancient-World-Global-Perspective/dp/B008QQ6FKY

⭐️ Wikipedia – Gregory S. Aldrete - https://en.wikipedia.org/wiki/Gregory_S._Aldrete

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00:00 Introduction
00:31 Sophistication of Roman Public Perception
01:47 Dignitas: The Roman Quest for Public Image
07:21 Scandals and Viral Antics in Ancient Rome
09:42 Roman Cultural Identity and Historical Narratives
16:21 Rome's Symbolic Dominance and Imperialism
19:41 Incorporation of Conquered Peoples
26:17 Augustus: Master of Personal Branding
43:31 Public Appearances and Legitimacy in Rome
49:26 Graffiti as a Political Tool in Ancient Rome
50:58 Public Opinion and Political Missteps
51:41 Nero's Golden House and the Colosseum
55:58 The Emotional Power of Roman Spectacles
57:55 The Art of Roman Oratory and Gestures
01:06:51 Virgil's Aeneid: Rome's Epic Origin Story
01:15:38 Lessons from Roman Influence and Branding
01:21:35 Julius Caesar's Propaganda Techniques
01:27:56 Augustus' Sophisticated Political Strategy
01:29:40 Where to Binge

The Edward Show. Your daily digital marketing podcast: https://edwardsturm.com/the-edward-show/

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