What the Wizard of Oz Teaches Us About Brand Management
My daughter and I walked out of the newest Wizard of Oz remake — still buzzing from the music, the colors, and the sheer amount of glitter involved — and before we made it to our street, our car immediately decided it was done functioning for the day.
Lights flashing. Engine sputtering. No movement.
I looked at her and said, “Well… was that a spell from Elphaba or what?”
Honestly, if the Wicked Witch had floated down and winked, it would’ve felt on-brand.
But here’s the funny thing: as we were waiting for help, I ended up thinking about how different this new version felt from the Oz I grew up with. And that led me right back to one of my favorite topics:
Brand management.
Because if there’s any franchise that knows how to reinvent itself again and again — without losing its magic — it’s The Wizard of Oz.
And yes… even the part where a magical green witch sabotages your SUV offers a lesson.
(We’ll get there.)
1. Every Retelling Changes — But Oz Is Still Oz
Some modern versions spotlight Dorothy. Others follow Glinda. And then there’s Elphaba, who is basically the queen of the plot twist.
Yet no matter who we follow, we always know where we are:
Emerald City
Yellow Brick Road
The Tin Man
Questionable weather patterns involving tornadoes
Brand Lesson:
Your brand can evolve — new audience, new messaging, new look — as long as your core stays recognizable.
Change the cast. Update the visuals. Shift the angle.
But keep the heart.
2. Reinvention Isn’t Chaos — It’s Strategy
This movie is not the Oz I watched as a kid. And good!
Audiences today want deeper characters, bigger themes, and a whole lot more backstory. Sound familiar?
Brand Lesson:
If you never reinvent, you become irrelevant.
If you reinvent without intention, you lose everyone.
But if you evolve with purpose — boom. You stay timeless.
Just like Oz.
3. Backstory Is Everything Now
Modern Oz doesn’t just give us good vs. wicked. It gives us why someone turned wicked or what made them powerful or misunderstood.
People want the emotional journey — not just the plot.
Brand Lesson:
Your brand story matters.
Your why matters.
People buy the heartbeat behind the business, not just the thing you sell.
4. Show Your “Behind the Curtain”
Remember when the classic Wizard was revealed to just be a guy pulling levers?
Newer versions flip that idea, sometimes making the “villain” the most honest character in the room. It’s messy. It’s human. And audiences love it.
Brand Lesson:
Authenticity wins.
Your customers don’t want a flawless, big-booming Wizard.
They want the human behind the curtain.
5. A Good Visual Always Brings People Back
Even with all the updates, the movie still gave us:
Emerald green
Shimmering magic
That iconic yellow brick road
Brand visuals evolve — but great ones stay deeply recognizable.
Brand Lesson:
You can update your palette, your visuals, your content style…
Just keep the pieces that cue, “Yep, that’s you.”
6. New Characters = New Audiences
Every new version introduces new characters, new voices, new perspectives. That’s how Oz keeps reaching generation after generation.
Brand Lesson:
You don’t need to completely rebrand.
Sometimes you just need a new touchpoint that expands your world and welcomes a new audience into it.
7. And Finally… The Car Trouble Lesson
Back to my daughter and me, sitting in the roadway with a car that refused to start after a movie featuring the most famous green witch in pop culture.
Coincidence? Probably.
Funny timing? Absolutely.
A metaphor? Oh, definitely.
Brand Lesson:
Even the strongest brands face glitches — what matters is how you respond.
Stay calm, stay on message, and keep telling your story…even if you suspect Elphaba hexed your engine.
The Heart of It All
Every reboot of The Wizard of Oz reminds us that strong brands don’t stay the same — they stay true. They evolve, they stretch, they modernize, but their core magic never changes.
And if your brand is feeling a little “stuck on the side of the road,” maybe it’s your sign to:
Refresh.
Reimagine.
Reinvent.
But keep your magic intact.
And watch out for suspicious green sparkles near your vehicle.
Thinking about your brand? Email us! We are wicked good!