Who does the brand Star Wars belong too? It is a phenomenal success, embraced passionately by generations across the globe. No doubt it is ‘owned’ by a corporation but in truth, that corporation is more of a custodian than an owner. They answer to legions of fans, all supportive, all protective, all ready to stand together. Powerful.

Brands that codify assets are always much stronger than those that don’t.

We all live by a code. Humans have a tremendous desire for predictability. It can make life easier and more fun. The codes we follow are everywhere – in our culture, from our family and friends, and within our working environment. Intriguingly, we all engage with brands the same way. 

May 4th is my favourite example of a consumer-generated brand asset. It’s celebrated internationally, yet not officially created. The power is that it is recognised with the need for any further reference.

Find out more about brand assets, codifying and adding power to your brand.

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