■ About the Publication Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands. ■ About the Publisher JOH & Company is a creative company founded in April 2011 by Suyong Joh, former Director of Creative Marketing & Design at NHN. He oversaw and directed the construction of NHN Green Factory, which is the headquarters of NHN, the company that has earned domestic and international reputation as “Google of Korea.” He also created a sensation in the publishing world when he compiled the construction process in a publication, Green Factory. Currently, he leads JOH & Company, a group of creative directors that he has brought together from various fields, and he is conducting complex projects encompassing architectural design, brand consultation, interior, food & beverage service, and product design, based on his own experience. The first fruit of such endeavor is magazine B. ■ About the Issue This month, we introduce Star Wars as a brand. The six Star Wars episodes released to date have formed not only the greatest fandom in the world, but they have also become an unprecedented cultural phenomenon, allowing the franchise to establish itself as a globally influential brand. Star Wars wasn’t created out of an initiative to launch a commercial brand. From the perspective of branding, however, there is a lot to appreciate about how George Lucas’ emphasis on fan relations cultivated the Star Wars brand, and how Disney continues that enthusiasm. While the confrontation between the Rebel Alliance and the Empire might seem cliché, Star Wars enjoys unending love from fans because it has universally appealing characters and stories. Even the villain Darth Vader inspires compassion. Looking into Star Wars as a brand, I was able to think about why my “good” values could end up being regarded as “evil” by others. If we could just switch places for a second and try to look at “the evil” as “the good,” our confliction will lead to conversations that help us understand each other and come to a peaceful conclusion. It will allow us to break away from the stereotypes we hold and develop creative thoughts. ■ Table of contents 02 Publisher’s Note 06 News Star Wars news collected from the worldwide press after Disney’s acquisition of Lucasfilm 12 Cast Interviews with the Star Wars: Episode VII The Force Awakens cast at Disney’s D23 Expo 14 Intro - We look into the Star Wars phenomenon that| began as a film franchise and has continued to be reproduced in industries and cultural areas. Its fandom and the fans’ devotion to the film since their childhood to this day represent where Star Wars is now. 20 B EPISODE 4 Opinion Toshio Furusawa, CEO of a film production & distribution company Merchandising Star Wars publications and products show the franchise’s commercial value Versus A comparison of media franchises that have developed a wide range of content from a single creative source 38 B EPISODE 5 Opinion Steve Sansweet, owner of the world’s largest Star Wars collection Fandom Diverse Star Wars fan activities and their influence Mecca Hubs of Star Wars fandom 58 B EPISODE 6 Opinion Jiwoong Huh, film critic Star Wars Generation The generation-wide experience and solidarity created by the Star Wars franchise has evolved into a shared sentiment and culture 84 B’s Cut Open Your Eyes Facing the Star Wars characters - We go back to the beginnings of the Star Wars legend. Its social and cultural significance that transcends generations, the system which allowed the film industry to continue the film’s heritage, and creator George Lucas, all provide different interpretations of the Star Wars films. 94 B EPISODE 1 Brand Story A Star Wars story: A franchise rises to become an icon of American pop culture Chronicle The social background and major events in the film industry that coincided with the rise of Star Wars as a cultural phenomenon Media Reports Global press reports on Star Wars 112 B EPISODE 2 Lucasfilm Lucasfilm’s achievements and their significance in the film industry Reputation Star Wars rankings, awards, and nominations Disney Disney’s story and interviews with Kathleen Kennedy and J.J. Abrams, two pillars of the Star Wars franchise since Disney’s acquisition of Lucasfilm 112 B EPISODE 3 George Lucas George Lucas from the critic’s point of view 128 Figures Numbers demonstrating the values of Star Wars-branded products, the scale of its fandom, and other miscellaneous data 132 From the Editor in Chief The core values of the Star Wars brand defined by the Editor in Chief