Originally Posted By EPCOT Explorer ^ He'll bring out the Dog and Pony show about Shanghai and how that's a global move. Sure, it is.... but.... I think there's something to be said about relevance in the USA, too. Disney's archetype right now is a boring one. MAGIC, dreams, wishes, fantasy. There is so much more to them than that.
Originally Posted By EPCOT Explorer It's there most popular image, to be sure, but EPCOT is a huge intellectual property waiting to be hit upon.
Originally Posted By Spirit of 74 ^^Good points. But you guys are thinking small. This isn't about WDW, Shanghai or princesses ... it's about the perceived value of the company on the global stage. And it isn't good. It can be fixed, but not the way they're headed. Hey, Bob, I'm available for a consulting contract anytime (your minions know how to contact me!)
Originally Posted By -em >>This isn't about WDW, Shanghai or princesses ... it's about the perceived value of the company on the global stage. And it isn't good. It can be fixed, but not the way they're headed.<< Agreed.. There is a lot of intrinsic "value" in the brand image where small missteps can easily be forgiven but when its become mis-step followed by mis-step etc. It becomes harder to hide the flaws... You can still have the magic of the magic kingdom but when that magic is chipped away by sub par service, lower quality merchandise (with a VERY limited return policy now), little to no future building happening, reduced maintenance and upkeep- you need a much stronger shot of magic to make people forget...
Originally Posted By EPCOT Explorer >>>This isn't about WDW, Shanghai or princesses ... it's about the perceived value of the company on the global stage. And it isn't good. It can be fixed, but not the way they're headed. Hey, Bob, I'm available for a consulting contract anytime (your minions know how to contact me!) <<< So how TO fix it? I wouldn't call the brand power if something like EPCOT small, Spirit... It's all encompassing. For a CEO that loves Synergy so much, Iger fails at creating new synergy around already existing parts of his company. There's a whole brand untapped, and it already has the pay offs of almost 29 years, now.
Originally Posted By leobloom >> That said, I firmly believe they are basically out to simply one-up each other (I witnessed a very embarrassing example at WWoHP a week ago) and they do get involved in often nasty exchanges amongst themselves. << Spill the beans!
Originally Posted By Kar2oonMan Now please, nobody pounce on me. I am just asking.... ... But is this drop actually a factor of the Disney brand "losing" value compared with years past, or is it a factor that other companies such as Google and Apple are red hot currently?
Originally Posted By Spirit of 74 <<So how TO fix it?>> EE, I could write a thesis on how to fix and grow the brand (just like I could write a book on the Walmarted World of Disney tm) ... but I am NOT here to give FREE advice to TWDC. Disney hands out tens of millions annually to consultantcies. You don't give that kind of work product away for free, even here ... because we all know no one is watching, especially here ;-) One reason why those MAGICal fanbois never got my criticism for what was wrong without offering ways to make things right. <<I wouldn't call the brand power if something like EPCOT small, Spirit... It's all encompassing. For a CEO that loves Synergy so much, Iger fails at creating new synergy around already existing parts of his company. There's a whole brand untapped, and it already has the pay offs of almost 29 years, now. >> EE, I know you love your EPCOT and your passion is commendable and admirable. You well know it was EPCOT that made me a Disney Parks fanboi for life. ... But your micro-focusing on something (not arguing that more couldn't be done with EPCOT because of course it could) that isn't the focus of the subject. Disney is a global media powerhouse that is slipping in prominence. It is about the company as a whole and its vision and where it is going. Parks and Resorts is simply one component of that (and EPCOT is a small component in turn) of a much larger puzzle. If Disney gets its act together, then that only mean great things across the board ...
Originally Posted By Spirit of 74 <<Now please, nobody pounce on me. I am just asking.... ... But is this drop actually a factor of the Disney brand "losing" value compared with years past, or is it a factor that other companies such as Google and Apple are red hot currently?>> You get market/brand degradation when you take away from it ... when you lose something. If all was right in the Kingdom, then rest assured Disney would be up there right alongside Google and Apple. After all, McDonald's and Coke are still right up near the top. Disney has fallen over a couple of mountain ranges. And I'm talking Matterhorn or BTMRR here. Under its present leadership, Disney might have rolled right into a ditch.
Originally Posted By Kar2oonMan >>Disney is a global media powerhouse that is slipping in prominence.<< Maybe they should start selling cigarettes. Marlboro is way up the list. ; )
Originally Posted By Expo_Seeker40 It should also be no shock why Disney has it's own in house agency and now relies very little on agencies. From a creative's perspective along with personal knowledge....Disney is one of the most hated brands to work on in the ad industry. It has become so large, so generic, and so expected. In the 1960s, agencies were chomping to work on Disney. Today car companies and liquor manufacturers have more interesting space in the market than the mouse.
Originally Posted By DlandDug Hmmmm. Sure. Don't know why anyone is getting worked up over this rather silly article. It's just a press release based on a press release from a company that has come up with an arcane formula for determining the potential value of global brands. Here's the complete chart: <a href="http://www.millwardbrown.com/Libraries/Optimor_BrandZ_Files/2011_BrandZ_Top100_Chart.sflb.ashx" target="_blank">http://www.millwardbrown.com/L...flb.ashx</a> Yup, Disney is #38 on the chart, below Pampers (#34), but well ahead of Budweiser (#45). And way, way ahead of Time-Warner, which is... not on the chart. Or NBC-Universal which is... not on the chart. Not even Comcast, the current corporate overlord of Uni makes the cut. Of course, if Universal were still a part of GE (#10!), then WWoHP would be a piece of a piece of the top ten list. And consider this: Disney is up 15% from last year's ranking. So that means Mr. Iger has done 15% better at getting on to this prestigious list that has been avidly followed by the statistical list following public since way back in 2006. For those who worry that Disney has fallen out of the Top Ten, take your pick: <a href="http://www.rankingthebrands.com/Brand-detail.aspx?brandID=33" target="_blank">http://www.rankingthebrands.co...andID=33</a> Interbrand's "Best Global Brand (#9) Greener World Media's "America's 10 Greenest Brands" (#9) Davis Brand Capitol 25 (#7) Reputation Institute's "Global Reputation Pulse: U.S. (#4) NetProspex Social 50 (#4) The Big Money's "Top 10 Brands on FaceBook (#3) The Vitrue 100 To Social Brands (#3) ...and (drum roll, please)... Allegro 234's "The Top Coolest Brands" (#3) So there! Allegro234 says Disney is the #3 Top Coolest Brand! So just hush up all this negative talk about how Disney isn't innovative and creative and stuff.
Originally Posted By DlandDug >>Now please, nobody pounce on me. I am just asking.... ... But is this drop actually a factor of the Disney brand "losing" value compared with years past...<< Not at all. The brand is UP 15% from last year! >>I could write a thesis on how to fix and grow the brand...<< No need, as the brand has grown 15% from last year! >>Disney is a global media powerhouse that is slipping in prominence.<< Not at all! It has grown 15% from last year! (See what I did there? This is THE stuff of press releases!)
Originally Posted By EPCOT Explorer >>>EE, I know you love your EPCOT and your passion is commendable and admirable. You well know it was EPCOT that made me a Disney Parks fanboi for life. ... But your micro-focusing on something (not arguing that more couldn't be done with EPCOT because of course it could) that isn't the focus of the subject. Disney is a global media powerhouse that is slipping in prominence. It is about the company as a whole and its vision and where it is going. Parks and Resorts is simply one component of that (and EPCOT is a small component in turn) of a much larger puzzle. If Disney gets its act together, then that only mean great things across the board ... <<< Well, yeah, it's a microcosm of the rest of the company, as you say. It is redolent of a whole slew of issues that follow TWDC. EPCOT is just a example. Use that one small part of fixing the problem. And as for that thesis, let's hear it!
Originally Posted By leobloom >> So just hush up all this negative talk about how Disney isn't innovative and creative and stuff. << What proof in WDW do you have to the contrary?
Originally Posted By DlandDug >>What proof in WDW do you have to the contrary?<< Well, guess that demolishes my argument!
Originally Posted By Spirit of 74 Dug, glad to have given you all that busy work. Not really my intent. And I'm not sure what the purpose of your post was. If it was simply to point out that this was one of many rankings of Disney's brand value, then I'd say 'duh, you're right'. But if it was to somehow diminish the import of the OP and Disney's brand degradation, then I'd take serious issue with that. Without checking myself (I'm sure you've got the evidence all backed up), many organizations have Disney ranked far lower and some of the ones you listed appear quite niche-oriented (green ... social ... FB?!??!) Bottom line is that Disney USED to be in the Top 5 for MAJOR rankings for decades. They aren't anymore. That's a problem and Burbank is aware of it, PR spin excepted. ... which, come to think of it, the original post of yours sounds a lot like.
Originally Posted By Spirit of 74 <<It should also be no shock why Disney has it's own in house agency and now relies very little on agencies. From a creative's perspective along with personal knowledge....Disney is one of the most hated brands to work on in the ad industry. It has become so large, so generic, and so expected.>> Great point and certainly deserves more attention than I'm going to give it at this hour. But it speaks volumes that Disney, once a vaunted, premium and, dare I say it, MAGICally unique brand is now considered humdrum and ordinary. This is what years of not investing creatively and exploiting the margins will do for you.
