Such is the power of the Force that anybody who wasn’t at last night’s launch, will have to abandon social media (or at the least, click carefully) to not have spoilers revealed.

How did Star Wars get to a stage where earned media is so strong, that fans pretty much have to hide under a rock to avoid Brand impressions?

What can Brands and marketers learn from George Lucas and the most profitable franchise in history?

Here are a few thoughts (that lets be honest, can’t even come close to doing justice to the phenomenon that is Star Wars):

• George Lucas’ secret to why we resonate with Star Wars: The Hero’s Journey
• JJ Abrams’ on Embracing Mystery
• What Star Wars got right and wrong about The Used Future