While us muggles were watching the football this summer, over in Italy the Quidditch World Cup was taking place. Twenty-thousand people around the world now regularly play a sport lifted from a children’s book about wizards. We talk about logic and magic in marketing, and Harry Potter is a true example of the magic in all of its senses. I read the books to my three children as they were growing up, watched the films, bought the merchandise – and I still have the magic wand! In Potter, JK Rowling captured the imagination of readers around the world, demonstrating the power of great storytelling and creativity to build a brand that went from being words on a page to a global franchise.
Keith Weed is the chief marketing and communications officer at Unilever