Nobody sets out to build a bad franchise. Warner Bros didn’t wake up one morning and say, “Hey, let’s run the DC universe into the ground!” But man, did they manage it anyway. Compare that to how Marvel built their universe, piece by piece, story by story, each part adding to the whole instead of …
Let’s talk about defense without becoming defensive. Because there’s a fine line between protecting what matters and becoming so protective you strangle the life out of your brand. Most brands cross this line without even realizing it, turning from innovators into guardians of the status quo faster than you can say “cease and desist.” Remember …
You ever notice how the coolest neighborhoods become less cool as soon as the wrong people move in? Same thing happens with brands. Growth isn’t about getting bigger – it’s about getting better at being who you are with more people. The Population Problem Most brands treat growth like a numbers game. More customers = …
Let’s get something straight right now: theory is cute, but execution is everything. You can spend months crafting the perfect brand universe in your head, but if you can’t make it real in the wild, you’re just writing fan fiction about your own company. The Daily Practice Here’s what separates real world-builders from wannabes: consistency …
Every great story has a map. Middle-earth. Westeros. Hogwarts. These places feel real because their creators understood something crucial: geography shapes story. The same goes for your brand. Your territory isn’t just where you exist – it’s where your story happens. The Spaces Between Spaces Here’s what most brands get wrong: they think geography is …
You know what makes the Star Wars universe feel real? It’s how everything connects. How the Empire affects trade routes. How the Jedi influence politics. How the underground economy of Tatooine works. Everything affects everything else. Your brand needs that same level of interconnected reality. Not a static pyramid with you at the top, but …
Let’s get one thing straight right now: your brand isn’t the hero of its own story. I know that hurts to hear, but the sooner you accept it, the sooner you can build something that actually matters to people. The Hero Trap Every mediocre brand thinks they’re Luke Skywalker, when really, they should be Obi-Wan …
You ever notice how you can tell who someone is by how they talk? Not just their accent or word choice, but the whole package. Their energy, their rhythm, their vibe. Brands work the same way. Problem is, most brands sound like they’re reading from the same damn script written by a committee of robots …
Every great universe has laws that govern it. Break them, and the whole thing falls apart faster than a chocolate teapot. (I can’t lie, I have no idea if that’s a thing.) Think about it. What makes Star Wars feel real isn’t just the lightsabers and space battles. It’s the consistent rules about how the …
Listen up, because this is where 90% of brands face-plant right out of the gate. Your origin story isn’t just some “About Us” page that you slap together after your third glass of wine. It’s the creation myth of your entire brand universe. It’s your Big Bang. Finding Your “Big Bang” Moment Your origin story …