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Posts Tagged ‘Mary Poppins’

Where does the Disney brand reside?

In brand-building, Disney on October 28, 2010 at 12:45 pm

by Robert Liljenwall

For a moment, close your eyes.  Travel back in time … all the way back to your earliest memory, to your childhood.  What do you find?  For most of us, the earliest memories are filled with Disney cartoons, perhaps a Winnie The Pooh blanket or ‘jammies, a Mickey Mouse watch, Disney coloring books, and if you were really lucky, it was a stroller ride through Disneyland or Walt Disney World.  There was Mickey Mouse or Pluto or Goofy greeting you in Town Square or a ride on Mister Toad’s Wild Ride.  And when your parents bundled you up and took you to see a Disney movie such as Bambi, Snow White, Pinocchio, Song of the South, Fantasia or Mary Poppins, it was magical.

Disney songs remain forever embedded in these wonderful memories … and who cannot smile when you hear … “Zip-A-Dee-Doo-Dah, Zip-A-Dee-A, My oh my, what a wonderful day.  Plenty of sunshine heading my way. Zip-A-Dee-Doo-Dah, Zip-A-Dee-A” … or “Supercalifragilisticexpialidocious!”

Whether it’s watching Mary Poppins or a visit to Disneyland or seeing cartoons on the Disney Channel or wearing Winnie the Pooh pajamas or getting your first Mickey Mouse watch, Disney seems to pervade every aspect of our lives — from the moment we’re born until this very moment.  And that is why Disney continues to be one of the World’s Top Brands.

So, where does the Disney brand reside? The textbook tells us that ‘brands reside in the minds of consumers’ — it’s that simple.  So Disney brands are a collection of experiences and association with Disney’s products and services that we store in our memory.

Disney has mastered the creation and protection of their invaluable library of brands better than any other entity on the planet.  Staffed with one of the world’s most formidable intellectual property (IP) departments, Disney ferociously wages war on all fronts to protect their legal rights to trademarks and copyrights.  They have endured classic battles over the last 80+ years to protect their brands.  None has gained more notoriety than the fight with the family of A.C. Milne, creator of Winnie the Pooh.  In a complicated legal battle that went all the way to the U.S. Supreme Court, the parties (Disney and Milne, et al) eventually reached an agreement to have Disney continue to create Pooh merchandise and other media.  A new Winnie the Pooh movie is already in the works in the traditional animated style; this new Pooh film will be released July 15, 2011.

As an aside, one of the thrills I had while at Disneyland was to play Winnie the Pooh for the day … it was an experience of a lifetime, and one can never imagine how much joy and pleasure these famous Disney characters give to children and adults alike.

One doesn’t have to don a Pooh or Mickey costume to realize just how much joy we all have had in being with our parents or children or grandchildren at either Disneyland or Walt Disney World.

We all have a bit of Disney inside us — it’s where we keep all those great memories we treasure for a lifetime.  The Disney brand is really part of our DNA, isn’t it?

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