Who's Watching Your Brand?
December 10, 2007
By Chris Thilk
A short while ago, Disney CEO Bob Iger was quoted as saying that the Disney brand itself was the most important asset the company had. With that intact, the company could release movies time and time again, maintain the theme parks and basically continue the company’s long history of success—especially among those looking for family-friendly entertainment. Disney was unique in that regard, Iger said, since other movie studios did not have that same sort of overall brand awareness among consumers.
The fact that people seek out Disney movies more than they do films from Universal, Warner Bros., 20th Century Fox or any other studio is something that has its benefits but also its negatives. On the one hand a bad or controversial movie is unlikely to negatively impact future release. But it also makes it difficult to build up an umbrella brand on the level of Procter & Gamble, Disney or other ownership brands.
Online tools, though, have begun to do away with the positives and turn around the negatives, providing studios with an opportunity to start over with a corporate branding initiative.