Results 1 to 4 of 4
  1. #1

    • MiceChat News Team
    • Top Shelf!
    • Offline

    Join Date
    Jun 2005
    Location
    BANZAI INSTITUTE for Biomedical Engineering and Strategic Information
    Posts
    13,137

    Who's watching your Brand?

    Who's Watching Your Brand?

    December 10, 2007

    By Chris Thilk
    Adweek

    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.


  2. #2

    • ...is fading out....
    • Offline

    Join Date
    Jul 2006
    Posts
    13,449
    Blog Entries
    3

    Re: Who's watching your Brand?

    Interesting. Iger is right - I think Disney is probably all of these things, but because something has the Disney name on it, that doesn't mean that the quality can be 'lesser than' - you know? I see some things in the parks, some movies, etc, that have the Disney name on them, but are, in my opinion 'lesser than'. The name, while holds water, shouldn't be the only thing that makes the movie/attraction, etc., good.

  3. #3

    • Minion
    • Offline

    Join Date
    Jan 2005
    Posts
    4,092

    Re: Who's watching your Brand?

    The Disney brand doesn't exist in a vaccuum. The reason this word is so powerful is that the product produced by Walt had true and consistent meaning and subtext and still powers the emotional response today.

    As newer branded product multiplies to fill the pipeline, but void of meaning, the brand will diminish in value. A pair of eyeglasses or an orange or a teen idol with a "Disney" sticker slapped on them is not the same as "Cinderella."

  4. #4

    • ...is fading out....
    • Offline

    Join Date
    Jul 2006
    Posts
    13,449
    Blog Entries
    3

    Re: Who's watching your Brand?

    Quote Originally Posted by merlinjones View Post
    The Disney brand doesn't exist in a vaccuum. The reason this word is so powerful is that the product produced by Walt had true and consistent meaning and subtext and still powers the emotional response today.

    As newer branded product multiplies to fill the pipeline, but void of meaning, the brand will diminish in value. A pair of eyeglasses or an orange or a teen idol with a "Disney" sticker slapped on them is not the same as "Cinderella."
    Well stated! I agree 100%.

Similar Threads

  1. What are you watching?
    By pveticket in forum MiceChat Main Lounge
    Replies: 14
    Last Post: 06-28-2006, 08:39 PM
  2. What Movies are you Watching Right Now?
    By SummerInFL in forum MiceChat News Archive
    Replies: 6
    Last Post: 01-18-2006, 08:48 PM
  3. Micechatter watching..
    By Derekuda in forum Gibson Girls
    Replies: 4
    Last Post: 12-20-2005, 11:45 AM

Bookmarks

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •