Last Friday Disney’s CEO Robert Iger resigned from his post. For over 14 years he’s been rebuilding the Disney brand, preparing it to survive a rapidly changing future full of mobile electronics and compensated streaming solutions.
Branding was only related to advertising. Advertising agencies wanted to make sure that each and every time you find a set McDonald’s golden arches, you’d think if a consistently excellent meal for a reasonable price. Their gold fries were hot and tasty every moment, and after eating a Big Mac you’re left wondering what was in the secret sauce that made it taste so good.
The Disney brand was initially connected to the emergence of animations. He provided leading-edge technology to tell stories frequently associated with strong morals. This provided the basis of the entertainment business he and his brother Roy constructed.
Robert Iger entered the scene in 2005 as Disney theme parks and present entertainment model had grown, lacking expansion. Generation Z, their target market, was in K-12 schools. They were fast adapters to technologies and attracted to video. Disney had to broaden its material and revamp its delivery to reengage young Gen Zs and the older generations which had grown up with Disney.
As the master of storytelling, Disney researched topics that would fit into its own brand. The first brand that match was Pixar, who specialized in cartoons and had worked with Disney before on these projects like Toy Story. Disney went on to include Marvel, Lucasfilm, and Fox supplying them Star Wars and superheroes to their stable of characters and stories. In the previous year, they also launched Disney+, their own video streaming service to broadcast over new and existing technologies. Disney has since seen increased earnings and a stock price that has outperformed S&P competitions.
What’s remarkable is that Disney has stayed true to its brand. During their acquisitions their still called master storytellers using wholesome themes involving strong moral character. They are still on the leading edge of technology in their productions both in their theme parks and movie.
Every one of us has a new reflects that we are. Brands are tough to build because they demand consistent actions that reinforce this brand. Therefore, “your brand” is tough to construct, but easy to ruin single actions which don’t conform with your current brand.
Honesty, hardworking, dedicated, finds innovative solutions, positive, optimistic, and supportive can be components of your brand, what you’re known for. The first time you blame somebody else for something you’ve done, lie to escape punishment, or do not support another can ruin the brand you construct for ages.
They’re admired by many through raising stock price and presence in their theme parks. As you build your brand, ensure that your activities continue to support the brand you’ve built.