What Brands Can Learn From Luke and Leia, by Wolff Olins head of strategy Paul Worthington.
The genius of George Lucas is the way in which this platform he established allows others to imagine and build upon his original ideas. Everyone knows that the force exists—and roughly what it can do. Everyone knows that faster than light travel is possible. Everyone knows there is the "Empire" and the "Rebel Alliance," and everyone knows that Leia is Luke's sister. In a Star Wars Universe, the force would never disappear in the same way that Luke would never sleep with Leia.
(Star Wars' introductory sequences also show that proper kerning is not a necessary condition for success.)