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Star Wars
By Chris Hislop // Published on Dec 17, 2015

Did you hear the news? A new Star Wars movie is hitting theatres. TODAY! Yeah, you did. I mean, everywhere you look – from social media, to television and radio spots, print media collateral, and various points on your daily commute – there’s creative marketing campaigns pointing you towards this film. From breakfast cereal, to, yes, branded bags of fruit in your grocer’s produce aisle (and an assortment of other snack foods), to Band-Aids, and Cover Girl mascara, Star Wars is saturating the market. As the title suggests, the force of this powerful brand has indeed awakened.

In celebration of the release of “The Force Awakens,” we thought we’d take things a step further and relate some classic quotes from the franchise to best practice marketing tactics.

“I’m not afraid.” – Luke Skywalker

In business, as is also true in life, fear is your only god. If you bow to it, your brand will suffer. Take chances. Learn from your mistakes. Conquer and defeat your doubters. Anything you will, can be completed. Being afraid in the world of brand marketing is simply not a piece of the vocabulary of those that succeed.

“There’s always a bigger fish.” – Qui-Gon Jinn

This can be looked at from myriad vantage points. There are always bigger clients, challenges, and competitors. Like Luke, don’t be afraid. Keep on doing what you’re doing. Bigger opportunity will find you, and bigger competitors will fear you if you’re treating your brand, and your marketing practices “like a boss.” Move aside Vader; I have no time for saber fights…

 “I find your lack of faith disturbing.” – Darth Vader

Speak of the devil… Vader, though the “dark knight,” speaks truth. Surround yourself with a team that believes. When you’re all on the same page, anything is possible, and galaxies are there for the taking.

“Sir, the possibility of successfully navigating an asteroid field is approximately 3,720 to 1.” – C-3PO

Be aware of analytics. SEO is important. You need to know what, where, and how to navigate, so numbers are indeed important. Use them to your advantage.

“Never tell me the odds.” – Han Solo

Okay, we just contradicted ourselves a bit. Perhaps this is best summed up while dwelling on Luke’s aforementioned thought… While numbers/analytics are important, fear not the stat that may speak to impossibility. Go for it. The biggest challenges yield the biggest wins. Everyone needs a Han Solo on their crew. Just grab the controls, and break on through to the other side.

“The force is strong with this one.” – Darth Vader

Market your brand with passion. Market to win. Your competition will notice. And that’s a good thing. When the force is strong, your presence in your respective industry is often second-to-none.

“Your focus determines your reality.” – Qui-Gon Jinn

This fits hand-in-hand with the entirety of the context we’ve laid out so far. Believe in your brand, in your company, and in the products and services you’re offering. Market with conviction. Your focus will determine your reality. If you’re looking to be successful, you will be. If you’re looking to turn heads, you can. Focus, and dreams can indeed become reality.

“You may dispense with the pleasantries, Commander. I am here to put you back on schedule.” – Darth Vader

Just as every team needs a Han Solo, you also need someone to keep things in line, and keep that focus crisp and clear. Though Vader comes across as one bad dude, he knows how to control a room. Don’t take it to heart if you’re the subject of constructive criticism. Look at it as a challenge. Don’t fear it. Conquer it.

“Great, kid. Don’t get cocky.” – Han Solo

Nobody likes a jerk. Be confident. But also be compassionate. Care about the work, but also about the team that is bringing goals to fruition. When your company and/or brand becomes a success, keep driving. Keep working at it. Don’t rest on your laurels. When you become cocky, you lose focus. When you lose focus, you lose.

“Do. Or do not. There is no try.” – Yoda

Probably the most forceful piece of advice on the board here. Do or do not. There is no try. This harkens back to focus. It harkens back to fear. It harkens back to everything it takes to be an effective marketing, and/or builder of a solid brand/organization. Go for it. Or don’t. Take your foot off the clutch and make it happen.

“Stay on target.” – Gold Five

Simple. Stay on target. If you’re not on target, you’re floating around aimlessly in space.

“Remember, concentrate on the moment. Feel, don’t think, use your instincts.” – Qui-Gon Jinn

Live in the moment. Work with your team. Respect your peers. Believe your managers. Listen to your clients. Don’t be distracted by the many interruptions that speed by every moment of every day. When you’re in the moment, you’ll feel what the solution is. When you overthink it and dwell on the past, and wander into the future, you’ve lost grip on reality, on the now, and you begin to sink.

“Difficult to see. Always in motion is the future.” – Yoda

To further that line of conversation, keep moving. Keep focused. Be mindful of your peripherals. Live in the now. Fear no challenge. Fear no fork in the road. You can’t predict the future, but you can have a good foothold on attacking whatever it is that’s coming down the pipeline.

“Remember… the Force will be with you, always.” – Obi-Wan Kenobi

Use the force. When you’re dialed in and focused on the task at hand, you’ll always be able to tap into the working bank of power and knowledge that you’ve built up during the tenure of your professional life. You’ll always be able to lean on the mentors and lessons that have shaped who you are today. The force is strong. Tap into it when you’re in need of some realignment.


As any marketing/business building professional worth their salt will tell you – stick out. Be bold. Reach for attention. You want people to remember you. Even if they don’t know what you’re saying on the surface, it’s very important to instill an aura of inspiration while you’re going about your work. Nobody was better at that than Chewbacca. He’s a timeless memorable presence (and being memorable is the name of the game when you’re looking to instill your brand in the minds of people). Nobody embodies all of the aforementioned sentiment better than Chewbacca. Hang a picture of him on your office wall and look to him when you need a pick me up. He’ll answer the call.

"There is no substitute for hard work."
- Thomas Edison

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