Still living, still prospering
Certain brands polarise opinions and play on this to increase their profile, the best example being Marmite. Other brands and products simply end up down a cul-de-sac where they are talking to the converts and the rest of the world seems perfectly happy to leave them to it. A little like the Star Trek franchise, having boldy gone where it had in the sixties, it limped on to a series of geriatric powered movies in the 1980s before entrusting the helm of the Enterprise to bluff Yorkshireman Patrick Stewart. The spin offs went into hyperspace and everyone except the die hard trekkies lost interest.
Until Stardate 2009, when Lost creater JJ Abrams reignites the franchise. The new film is exactly what was needed to make Star Trek relevant and contemporary. Instead of pushing further into the future, the new film goes back to the start, strips away the preconceptions and begins to build the story afresh, imagining the young crew and their first meeting, and wrapping it all around the best action in a movie so far this year. I could say something poor like - ‘boldy go and see it’ - but I won’t.
