Also I believe arguably that it was Walt he was selling in all aspects including his life and beliefs. Where do you believe the impetus for the philosophies and direction sprang from even for Disneyland alone? Mr. Disney's various interests ranging from Abraham Lincoln, the old west, family entertainment, his studio and the future.And yet, aside from his name he didn't really promote himself within the park.
Also I referenced his national TV exposure thinking far more of his weekly hosting appearances that lasted for years rather than occasional TV specials. Doing them from your office, a second home to many, is fairly personal. And intentionally so on his part.