Our communications strategist, Bede MacGowan, has a knack for finding brand lessons in unexpected places. So, when he was (gently) cajoled into watching Wicked with his family over Christmas, he couldn’t help but pick up a few tips worth sharing…
Firstly, the obvious takeaway — the need for brands to embrace their individuality. Just as Elphaba, the misunderstood green witch, embraces her uniqueness, brands must identify and celebrate what sets them apart. That doesn’t necessarily mean being the only green in a sea of white, but highlighting what makes your brand different from competitors and clearly communicating your core values and mission — your why.
The answers lie within
To do this authentically requires a bit of soul searching. Just as Elphaba grapples with her identity, brands need to take the time to understand themselves. Consumers increasingly appreciate brands that are honest about their flaws and strive for improvement. It’s better to be open about the challenges you face and the steps you’re taking to address them than to fake it and get found out.
Both Elphaba and Glinda grow through challenges, learning to embrace their true selves — just as brands must adapt and innovate without compromising their core values.
Finding your true voice
While Elphaba leans into her uniqueness, Glinda initially seeks approval by conforming to expectations. Yet, both women own their identities in different ways. For brands, this highlights a key truth: whether you stand out boldly or navigate change more subtly, how you define and communicate your story shapes how others see you. Authenticity doesn’t have to look the same for everyone — it’s about finding your true voice.
Elphaba stands up for what she believes is right, even under enormous pressure, and that courage is what makes her special, allowing her to fulfill her potential. In a world where social media often feels toxic and many are hesitant to speak out, her story offers a powerful lesson for both individuals and brands.
The danger of losing control
Perhaps the most important lesson is this: take control of your narrative before someone else does. Elphaba’s story is shaped by whispers, misunderstandings, and outright lies, all of which culminate in her being branded the Wicked Witch of the West — a powerful reminder of how perception shapes reality. For brands, this means proactively managing how your story is told.
Consistent messaging across platforms isn’t just a marketing exercise, it’s how you build trust and connection. Address misconceptions head-on with transparency and honesty, and make it easy for your audience to help tell your story the right way. Own your narrative or risk being defined by others — which could mean losing investment, prospects, or even customers.
A twist in the tale
There are even more lessons to consider. For example, the resilience Elphaba shows throughout is a crucial trait for brands, especially in today’s tough economic times. And then there’s the way brands can challenge stereotypes or redefine their industry, just as Elphaba redefines “wicked”, reframing outdated industry norms through fresh approaches and bold campaigns.
And don’t forget, people love a twist. So without giving too much away before part 2 comes out, let’s just say it’s rarely a bad idea to hit your audience with the unexpected.
If you don’t want your brand to melt into nothingness, own your story before someone else does.
Read more: Discovering your brand’s true self: Insights from Pixar’s Inside Out 2 >>
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