{"id":5816,"date":"2016-01-04T07:36:15","date_gmt":"2016-01-04T07:36:15","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=5816"},"modified":"2023-09-08T13:41:32","modified_gmt":"2023-09-08T13:41:32","slug":"star-wars-branding","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/star-wars-branding\/","title":{"rendered":"The Franchise Awakens in Star Wars Branding"},"content":{"rendered":"<p>&#8220;The Revenge of the Sith was released in 2005. Ten years later, the next installment in the Star Wars franchise &#8220;The Force Awakes&#8221; grosses $540 million at  its opening and is now the highest grossing movie of 2015. And brands are  cashing in on the promotions that follow. In fact, a <a href=\"http:\/\/www.foxnews.com\/entertainment\/2015\/12\/16\/has-star-wars-gone-too-far-with-branding\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\" class=\"broken_link\"><strong>post  on Forbes<\/strong><\/a> dubs the movie the \u201cmost commercialized\u201d ever and the franchise  is focusing on promoting its brand on everything that they can get their hands  on.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logo-design?utm_source=star-wars-branding&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Create A Logo Design<\/a><\/div>\n<p>The branding of one of the most  popular movie franchises in history goes far beyond kid-centric paraphernalia  and toys. It has crossed into uncharted marketing trends in proverbial galaxies  that were formerly \u201cfar far away\u201d but hit a little closer to home nonetheless. Subway  saw a chance to promote its app by asking customers to enter into a contest for  a chance to win Star Wars themed merchandise. Even Covergirl got into the Star  Wars band wagon by prompting consumers to \u201cUnleash the light within or dare to  discover your dark side.\u201d<\/p>\n<p>Last week, we discussed how  LeBron James, <a href=\"https:\/\/www.designmantic.com\/blog\/lebron-james-is-now-a-typeface\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>now a typeface<\/strong><\/a>, has a font that pays homage to the basketball star\u2019s fame. Today,  we will discuss how the Star Wars franchise\u2019s own eminence reflects in the  branding department.<\/p>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">Our panelists for today include &#8211;<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>Ed Catto<\/strong><\/span>, Founding partner of Bonfire Agency<\/li>\n<li><span style=\"color:#bf174a\"><strong>Christian Beranek<\/strong><\/span>, Comic expert<\/li>\n<li><span style=\"color:#bf174a\"><strong>Scott Pinsker<\/strong><\/span>, Media and branding expert<\/li>\n<li><span style=\"color:#bf174a\"><strong>J. Jeffrey Inman<\/strong><\/span>, Albert Wesley Frey professor of marketing  at University of Pittsburgh<\/li>\n<\/ul>\n<\/div>\n<h2>A Big Tent Of Promotional Possibilities<\/h2>\n<p>One of the most fascinating  appeals of the Star Wars brand is that it is big enough to incorporate any  brand. Before the first movie came out in 1977 brand tie-ins were literally  unheard of. That changed after Disney bought the franchise. In fact, the brand  is reported to have swept <a href=\"http:\/\/brandequity.economictimes.indiatimes.com\/news\/marketing\/after-avengers-disney-sweeps-record-number-of-brand-associations-for-star-wars\/50196328\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"><strong>record  number of brand associations with Star Wars<\/strong><\/a>.<\/p>\n<p>Some social media brands followed  suit as well. Twitter teamed up with Lucasfilms and Disney to create  #StarWarsEmojis \u2013<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Star-Wars-In-Branding.gif\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Star-Wars-In-Branding.gif\" alt=\"Star Wars In Branding\" title=\"Star Wars In Branding\" class=\"alignnone wp-image-6959\" width=\"600\" height=\"\"><\/a><br \/>\nImage: Star Wars<\/p>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/edcatto\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Ed-Catto.jpg\" alt=\"Ed Catto\" title=\"Ed Catto\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<p>Ed Catto says that \u2018The Force Awakens\u2019 features brand partnerships that are far more than what any other movie franchise has ever accomplished. He explains why \u2013<\/p>\n<p>\u201cI\u2019m not sure there is another brand that has the marketing might of Disney [behind it] and the baked-in appeal of Star Wars. The fascinating thing about the Star Wars brand is that it\u2019s a big tent. A lot of people can come in and participate.\u201d<\/p>\n<p>The proverbial tent, according to Catto is also big enough to incorporate a variety of brands. The products that these brands promote serve as \u2018touch points\u2019 that Catto says boosts anticipation whenever anyone uses them.<\/p>\n<p>\u201cCasual fans can be a part of it on their own terms. What we\u2019re seeing now is exceeding marketers\u2019 and planners\u2019 expectations. It is a very positive reaction and sets the bar really high,\u201d he says.<\/p>\n<p>Certain products are a case in point \u2013<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Lightsaber-BBQ-Tongs.jpg\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Lightsaber-BBQ-Tongs.jpg\" alt=\"Lightsaber BBQ Tongs\" title=\"Lightsaber BBQ Tongs\" class=\"alignnone wp-image-5818\" width=\"600\" height=\"\" srcset=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Lightsaber-BBQ-Tongs.jpg 1000w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Lightsaber-BBQ-Tongs-300x150.jpg 300w, https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Lightsaber-BBQ-Tongs-500x250.jpg 500w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><br \/>\n<strong>Source: <\/strong><a href=\"http:\/\/shutupandtakemymoney.com\/lightsaber-bbq-tongs\/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\">ShutupAndTakeMyMoney<\/a><\/p>\n<p>Would you like your Force medium, rare or well done?<\/p>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/beranek\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Christian-Beranek.jpg\" alt=\"Christian Beranek\" title=\"Christian Beranek\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<p>It is safe to say that brands go through great lengths to cash in on the success of the movie franchise in order to promote their own products. Is the prospect shameful? Has the Force of their branding gone over to the dark side? Some critics like Christian Beraneck don\u2019t think so. Here is why \u2013<\/p>\n<p>\u201cLucas was savvy enough to maintain merchandising rights back in 1977, so you have to imagine he knew there was a potential upside. What we\u2019re seeing now is a continuation of that game plan. What is different now is that Disney is at the wheel and they are able to turn the key and really rev the engine up. With all of their various arms, sponsorships, ad deals. It\u2019s scary to think we\u2019re only in the early stages of their quest for total domination of this market,\u201d she says.<\/p>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/ScottPinsker\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/Scott-Pinsker.jpg\" alt=\"Scott Pinsker\" title=\"Scott Pinsker\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<p>Before \u2018The Force Awakens\u2019 was released, fans were still feeling the sting of a previous installment \u2018The Phantom Menace\u2019 which bombed at the box office in 1999.<\/p>\n<p>\u201cSo, if \u2018Star Wars: The Force  Awakens\u2019 turns out to be a dud, all the marketing and all the product tie-ins  will suffer mightily,\u2026But if it turns out to be a triumph of film-making and a  beloved addition to the \u2018Star Wars\u2019 franchise, the marketing juggernaut has  only just begun.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.linkedin.com\/in\/j-jeffrey-inman-b912b64\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" class=\"broken_link\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/01\/J-Jeffrey-Inman.jpg\" alt=\"J.Jeffrey Inman\" title=\"J.Jeffrey Inman\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<p>The franchise is nothing less than a phenomenon in itself. From Star Wars oranges to toasters, it seems that the marketing is indeed leaning heavily on the ludicrous. In other words, as Jeffrey Inman opines, \u201cLinking products to Star Wars is helpful in terms of leveraging public excitement and media attention about the film\u2019s release; however, it may not be the best marketing tactic for every product. When it comes to whether or not a brand image will be hurt or helped, the effect will vary based on the brand and how natural a fit a partnership with a film like Star Wars is.\u201d<\/p>\n<p>Others, on the other hand report how fan branding efforts show a promising future for the franchise &#8211;<\/p>\n<h3>\u2022 Bulldog Reporter<\/h3>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/hashtag\/Branding?src=hash\">#Branding<\/a> Lessons from \u201cStar Wars\u201d: 78% of Fans Covet Film&#8217;s Future Tech <a href=\"https:\/\/twitter.com\/myDevices_IoT\">@myDevices_IoT<\/a> <a href=\"https:\/\/t.co\/WBHGvqSHvH\">https:\/\/t.co\/WBHGvqSHvH<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/PR?src=hash\">#PR<\/a> <a href=\"https:\/\/t.co\/XXP4fDWnwA\">pic.twitter.com\/XXP4fDWnwA<\/a><\/p>\n<p>\u2014 Bulldog Reporter (@BulldogReporter) <a href=\"https:\/\/twitter.com\/BulldogReporter\/status\/681831858603188224\">December 29, 2015<\/a><\/p><\/blockquote>\n<p>However, some complain that certain brands have taken Star Wars promotions a little too far far away \u2013<\/p>\n<h3>\u2022 Corrigan, S.<\/h3>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/Scorriganus\">@Scorriganus<\/a> incorrigible classic han<\/p>\n<p>\u2014 Daryl Bartley (@hypercubexl) <a href=\"https:\/\/twitter.com\/hypercubexl\/status\/678298004466638848\">December 19, 2015<\/a><\/p><\/blockquote>\n<h3>\u2022 Patrick Race<\/h3>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/alaskarobotics\">@alaskarobotics<\/a> As it has always been, so shall it ever be. <a href=\"https:\/\/t.co\/ADk8dHNt9r\">pic.twitter.com\/ADk8dHNt9r<\/a><\/p>\n<p>\u2014 Arlo Midgett (@rlomidgett) <a href=\"https:\/\/twitter.com\/rlomidgett\/status\/679367038427525120\">December 22, 2015<\/a><\/p><\/blockquote>\n<p>And some can\u2019t get enough of the branding action \u2013<\/p>\n<h3>\u2022 Poppy Ingham<\/h3>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/PoppyIngham\">@Poppy_Ingham<\/a> <a href=\"https:\/\/twitter.com\/Loreal\">@Loreal<\/a> Dat ombr\u00e9 is amazing.<\/p>\n<p>\u2014 Thom Bartley (@ThomBartley) <a href=\"https:\/\/twitter.com\/ThomBartley\/status\/677104758050725888\">December 16, 2015<\/a><\/p><\/blockquote>\n<h3>\u2022 Danielle J<\/h3>\n<blockquote class=\"twitter-tweet\" lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Star Wars branding all over the place! These <a href=\"https:\/\/twitter.com\/Coffee_mate\">@Coffee_mate<\/a> shrink sleeve <a href=\"https:\/\/twitter.com\/hashtag\/labels?src=hash\">#labels<\/a> are great :-)) <a href=\"https:\/\/twitter.com\/hashtag\/packaging?src=hash\">#packaging<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/branding?src=hash\">#branding<\/a> <a href=\"https:\/\/t.co\/ZPqy5y9u8H\">pic.twitter.com\/ZPqy5y9u8H<\/a><\/p>\n<p>\u2014 Danielle J (@DanielleJersche) <a href=\"https:\/\/twitter.com\/DanielleJersche\/status\/672599526264340480\">December 4, 2015<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2>Does the Force Awaken in Branding?<\/h2>\n<p>While some fans say that brands have leaned a little too close to the ridiculous side in promoting the famous movie franchise, others welcome it. This is especially when it comes to diehard fans that can\u2019t get enough of anything that is even remotely related to Star Wars. In the end, consumer perception depends on which side of the branding force they want to be in and how big of a fan they really are.<\/p>\n<style>\n.twitter-tweet{margin:0 auto;}<br \/>\n<\/style>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;The Revenge of the Sith was released in 2005. Ten years later, the next installment in the Star Wars franchise &#8220;The Force Awakes&#8221; grosses $540 million at its opening and is now the highest grossing movie of 2015. And brands &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/star-wars-branding\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":5823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-5816","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Star Wars Franchise Awakens | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"Brands go above and beyond to promote the Star Wars franchise. 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