Ashley Cook 
Account Assistant

May The Fourth Be With You

May 4, 2018

Whether you consider yourself to be a ‘Warzian’ or not, you most likely recognize the Star Wars saga as not only a movie, but also a staple of American pop culture. In the early 1970s, George Lucas wanted to bring his ‘space opera’ to the movie screen. When pitching his idea, he was turned down time and time again, until 20th Century Fox decided to kick him and his partner some funding to bring the dream to fruition. After years of revisions, filming and editing, George Lucas birthed more than just the next blockbuster, but a timeless-brand.

The question is, how does a brand such as Star Wars maintain high levels of popularity and continue to win the hearts of those from every generation; baby boomers to Gen Z? Two factors distinguish the Star Wars’ brand: groundswell and brand adaptability. This dyad of marketing/branding tactics propels the Star Wars saga from generation to generation and country to country.

Groundswell
Groundswell is defined by branding professionals as the build-up of feeling and opinion within a particular group of society toward a specific brand or concept. Star Wars is a prime example of a brand mastering and embracing groundswell. Over the years, the brand has managed to generate and maintain strong positive sentiments from its supporters. In exchange, people willingly share positive information via word of mouth, and in recent years, social media. Recent research has proven that consumers are most likely to trust peer opinions and advice over direct messages from the company or brand itself. We are now at the peak of the social media era, and it is vital that brands embrace groundswell in both social media and traditional branding efforts.

A brand must listen and engage its target audience to trigger the groundswell effect social media is the perfect platform for integrated marketing; it serves as a digital liaison between an organization and its consumers. It allows organizations to create a story around their brand encouraging consumers to join a community.

Brand Adaptability
Maintaining a brand within a culture that is continuously rejecting and accepting social idealisms and language is no simple feat. It is imperative to listen and understand current political climates and what the target audience finds to be socially acceptable. However, this task becomes more challenging as many brands battle between staying true to their origin and the desire to modernize the brand to current trends. Once again, the Star Wars brand has managed to adapt the brand to transcend generational barriers. For example, the filmmakers understand that at this age and time, several people value the concept of diversity and enjoy seeing Hollywood unpack complex social issues. Therefore, their most recent movies and marketing tactics accomplish that.

The key to managing a strong brand is to stay in tune with the audience, without compromising the brand’s true identity. Though this is a challenging feat, it is not impossible. Through careful market research, following the target audience’s likes and dislikes and exploring new possibilities, any brand can withstand the test of time and rise above its competitors.

Visit our website to learn how MGP can provide your brand the cutting-edge branding and PR tactics to rise above competitors: https://www.wearemgp.com

Ashley Cook 
Account Assistant

May The Fourth Be With You

May 4, 2018

Whether you consider yourself to be a ‘Warzian’ or not, you most likely recognize the Star Wars saga as not only a movie, but also a staple of American pop culture. In the early 1970s, George Lucas wanted to bring his ‘space opera’ to the movie screen. When pitching his idea, he was turned down time and time again, until 20th Century Fox decided to kick him and his partner some funding to bring the dream to fruition. After years of revisions, filming and editing, George Lucas birthed more than just the next blockbuster, but a timeless-brand.

The question is, how does a brand such as Star Wars maintain high levels of popularity and continue to win the hearts of those from every generation; baby boomers to Gen Z? Two factors distinguish the Star Wars’ brand: groundswell and brand adaptability. This dyad of marketing/branding tactics propels the Star Wars saga from generation to generation and country to country.

Groundswell
Groundswell is defined by branding professionals as the build-up of feeling and opinion within a particular group of society toward a specific brand or concept. Star Wars is a prime example of a brand mastering and embracing groundswell. Over the years, the brand has managed to generate and maintain strong positive sentiments from its supporters. In exchange, people willingly share positive information via word of mouth, and in recent years, social media. Recent research has proven that consumers are most likely to trust peer opinions and advice over direct messages from the company or brand itself. We are now at the peak of the social media era, and it is vital that brands embrace groundswell in both social media and traditional branding efforts.

A brand must listen and engage its target audience to trigger the groundswell effect social media is the perfect platform for integrated marketing; it serves as a digital liaison between an organization and its consumers. It allows organizations to create a story around their brand encouraging consumers to join a community.

Brand Adaptability
Maintaining a brand within a culture that is continuously rejecting and accepting social idealisms and language is no simple feat. It is imperative to listen and understand current political climates and what the target audience finds to be socially acceptable. However, this task becomes more challenging as many brands battle between staying true to their origin and the desire to modernize the brand to current trends. Once again, the Star Wars brand has managed to adapt the brand to transcend generational barriers. For example, the filmmakers understand that at this age and time, several people value the concept of diversity and enjoy seeing Hollywood unpack complex social issues. Therefore, their most recent movies and marketing tactics accomplish that.

The key to managing a strong brand is to stay in tune with the audience, without compromising the brand’s true identity. Though this is a challenging feat, it is not impossible. Through careful market research, following the target audience’s likes and dislikes and exploring new possibilities, any brand can withstand the test of time and rise above its competitors.

Visit our website to learn how MGP can provide your brand the cutting-edge branding and PR tactics to rise above competitors: https://www.wearemgp.com