Where no brand has gone before.

For fans, September 8th is “Star Trek Day,” this year marking the 59th anniversary of the premiere of the original Star Trek television series on NBC. Whether you’re a Trekkie, a sometimes viewer, or you’ve never watched an episode of any Star Trek series ever, it’s unlikely you don’t know at least something about it. 

Star Trek creator Gene Roddenberry in 1967 – with the 3-foot “Enterprise” filming model.

Maybe you know there’s a guy with pointy ears, or that the spaceship is called Enterprise. Perhaps you’ve heard of a Klingon or a phaser. Why? Because in 1966, series creator Gene Roddenberry did something no one else had. He created a science fiction program that couched hot-button social topics of the day in futuristic stories. From civil rights to the Cold War, each week the crew was forced to deal with alien civilizations tangled in very human issues.

Sometimes, as in the case of the originally unaired first pilot for the show, “The Cage,” the writing could be a bit heavy. The network executives said it was labeled too “heady” for the TV audiences of the time. Nevertheless, the show never failed to deliver action and thoughtful, very human stories – and network censors were none the wiser. That became part of Star Trek’s brand.

The series was canceled after only three seasons, but it left an indelible mark on the history of television, not to mention how franchises are created. By 1977, when Star Wars premiered, Star Trek had gained a massive following in syndication. Paramount Pictures was already in the process of building sets for a new series, but the success of George Lucas’s movie pushed the Enterprise into a new galaxy… feature films. And that, as they say, is history.

More than a dozen feature films, nearly six decades, and 12 television series later,  the Star Trek brand is stronger than it has ever been, outstripping any other movie or television franchise of its kind.

Sure, Star Wars made more money from toys and merchandise than any film brand, before or since. However, Star Trek has created a following and a legacy that extends beyond the typical advertising and merchandise. The culture of Star Trek fans is one of inclusion, kindness, and a profound understanding of humanity that many people never attain.

I am admittedly one of that flock, worshiping at the transporter pad of the Enterprise before a red, gold, and blue-clad crew that is solely in our imaginations.

\Whatever the reason, if you’re trying to figure out how to elevate your brand, look at what Star Trek did. Give the fans (#customers) what they want, treat them and the brand with respect, and you can boldly go… Where no brand has gone before.

Live long, and prosper.