EVEN ancient cities knew about rebranding. Troy was destroyed by war about 3200 years ago - an event that may have inspired Homer to write the Iliad, 400 years later. But the famous city rose again, reinventing itself to fit a new political landscape.
Troy lies in north-west Turkey and has been studied for decades. Pottery made before the war has a distinct Trojan style but after the war its style is typical of the Balkans. This led archaeologists to believe that the locals had been forced out and replaced by populations from overseas.
But when Peter Grave at the University of New England in Armidale, Australia, and his colleagues examined the chemical make-up of the pottery, they realised that both pre and post-war objects contained clay from exactly the same local sources, suggesting the same people were making the pots.
"There is substantial evidence for cultural continuity," says Grave. So if the Trojans never left the city, why did their pottery style change?
Before the sack of Troy, the city looked east towards the powerful Hittite Empire. But this political powerhouse collapsed around the time that Troy was destroyed. Grave says the post-war pottery is Balkan in style because the Trojans were keen to align themselves with the people there, who had become the new political elite in the region (Journal of Archaeological Sciences, doi.org/js8).
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