Put some Star Wars in your communications strategy

Assuming you haven’t been in a coma for the last week, you will have watched or heard about the teaser trailer for the new Star Wars movie. We at Clockwork HQ are pretty big Star Wars geeks (we have a pretty sweet Lego X-Wing on display on one of the shelves), so we couldn’t resist a blog post on what the digital communications world can learn from Lucas and co.

Use the force

The Jedi Council didn’t just recruit any old guy off the street. To become a Jedi, you needed to be able to use the Force, wield a lightsaber with flair and look good in pyjamas and a bathrobe. Any agency worth its salt needs to find creatives with that special something. Uninspired talent equals mediocre content. Put together gifted teams and great work will naturally follow.

The Dark Side

Anakin Skywalker didn’t set out to be evil – he turned to the Dark Side while trying to do what he thought was right for the universe. Avoid unethical behaviour and poor etiquette like spamming, undermining the competition and plagiarism, even if you’re doing it for a good cause. You will eventually get a bad reputation and your brand will suffer for it.

The Clone Wars

If you could be any character in the Star Wars universe, who would you be? Obi Wan Kenobi or a Stormtrooper? Han Solo or a Stormtrooper? Princess Leia or a…okay, you get the picture. Being a Stormtrooper sucks – it’s the Empire equivalent of working in a call centre, complete with crap pay and high turnover rate. Don’t be a clone of everyone else. Have your own distinct personality or risk being seen as just another foot soldier among many.

The Phantom Menace

The original trilogy is universally beloved. The second trilogy, on the other hand, is known as “the one with Jar Jar Binks” or “the one where Anakin gets angry about sand”. One of the many reasons for this is the latter’s emphasis on special effects over things like script, acting and making sense. Make sure there’s substance at the heart of your communications strategy.

A long time ago

Joseph Campbell came up with the idea of a hero’s journey, a powerful narrative that’s at the heart of pretty much every myth ever. Luke’s story epitomises this and it’s one of the reasons that Star Wars is so resonant around the world. Don’t skimp on the story when creating content – seek inspiration from the best and put your own spin on it.

I am your father

Yes, it’s a cliché today, but the twist that Darth Vader was Luke’s father was genuinely shocking whenEmpire Strikes Back was first released. Sometimes, you need to throw in a surprise to keep your audience on the edge of their seats. Just remember, shock twists should be used to complement things like talent, quality, consistency and narrative, not replace them.

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