A Brand So Powerful, It’s Still Defying Gravity
A Brand So Powerful, It’s Still Defying Gravity
As I stepped out of the metro station, the glowing Wicked marquee instantly caught my eye. Flickering lights shimmered and the red carpet path ahead felt like my own yellow brick road ready to unfold its story.
How I saw Wicked come to life beyond the stage:
💚 The Emerald Arrival
From the the Map of Oz wrapping the escalator walls to the original costumes on display, every touchpoint drew you deeper into the story before the curtain even rose.
🎭 Behind the Curtain Magic
Environmental graphics revealed the craftsmanship behind the spectacle: 226 pairs of shoes per performance, 68,000 sequins hand-sewn on Glinda’s gown, and 290 yards of ruffled fabric for Elphaba’s dress and the list goes on.
🌍 A Global Spell
Performed in 16 countries for over 65 million people, Wicked has become the 4th longest-running Broadway production which is a true testament to intentional design and storytelling.
By the final note of “Defying Gravity,” I understood why this brand continues to soar. And as someone who’s seen it four times now, it still feels as magical as the first time when I saw it back in 2003 with my Girl Scout troop.
Why It Matters
Wicked’s enduring success isn’t just about performance, it’s about participation. The show invites its audience to become part of the story, inspiring fan art, movie remakes, and memories that span generations.
“When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand, and 76% will buy from them over a competitor.” (Sprout Social)
When people see themselves reflected in your brand, they don’t just return—they help it live on.
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