This was a tough assignment (thanks Al). Brand of the decade...my mind immediately raced to brands that have had a huge stamp on the aughts. Brands that delighted (Apple) or made something simpler (Google). Brands that are fun (Mini) or coined a new term (Blackberry). But in the end, I landed on Star Wars. Why would I do that?

Nostalgia
When I was three years old, my parents tell me they brought me to the Drive-In to see Return of the Jedi. I don't remember the Drive-In, but I do remember being 7 and having Empire Strikes Back sheets on my bed (Jabba always scared me as I fell asleep). My dad was a big fan of the movies, and we owned the trilogy on VHS. I had Star Wars video games & toys. I grew up doing more than just watching the movies, I was engaged with the brand from the time I started walking.

Resurgence
Today: my nephew is obsessed with Star Wars (that's him above with my niece). So are Craig's kids. And so are a lot of 20-30 somethings I know. How did a sci-fi movie make the leap from nerd fest to pop icon? From my dad's generation to my nephew's? From just movies, to now cartoons, millions of toys, video games, to hoodies, and thousands of other products? It has some serious weight as a brand.

Story
Say what you will about the plot, the story is compelling enough that an entire empire has been built from it. Those yellow letters are immediately recognizable. Everyone knows who Chewbacca is. Darth Vader is more than a character, he's become a symbol.

In the last 10 years, I've watched Star Wars reach a fever pitch of popularity and strength as a brand. I see more Star Wars now than I did growing up. My nephew is way more excited about it than I was at his age. And the durability to last more than 3 decades, the last decade being its strongest yet, makes the case for one forceful brand.

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