My son has recently become a huge fan of Star Wars, which means I have recently become a huge fan of Star Wars. I guess there are plenty of worse things, right?

The other night we were watching Episode IV (what our generation knows as the actual first Star Wars) and I caught a scene that had me laughing until I cried. A stormtrooper walks through a doorway and clocks his head on the door. Here it is, for your enjoyment.

[youtube=http://www.youtube.com/watch?v=dBQaLuqwtl8?fs=1]

I still can’t watch it without a chuckle.

Anyways, the reason I’m sharing it (besides spreading the joy) is to pose a question. Star Wars had a resurgence in popularity to a whole new generation which allowed them the chance to edit this scene upon re-release. But Lucas’ team didn’t. Why?

My vote, in marketing terms, they knew their target audience. They knew this scene probably makes the movie BETTER to many people, instead of worse.

When it comes to branding, and understanding your target audience – a great brand goes way beyond the normal “our people”, “responsiveness” and “good design.” It has to do with the small details of your firm that you may not even necessarily control, but your clients can’t do without.