http://www.corporate-eye.com/blog/2008/05/disney-co-chooses-espn-brand-over-disney-brand/ ...compare, compete, excel Fri, 30 Jul 2010 03:55:53 +0100 http://wordpress.org/?v=2.8.4 hourly 1 http://www.corporate-eye.com/blog/2008/05/disney-co-chooses-espn-brand-over-disney-brand/comment-page-1/#comment-89 Susan Gunelius Fri, 16 May 2008 19:28:05 +0000 http://www.corporate-eye.com/?p=349#comment-89 I agree, Matt. From a marketing perspective and appealing to existing sports fans, I think rebranding with the ESPN name makes sense, but I'm still surprised by this move which seems to run counter to Disney's existing branding strategy of extension and exploitation. It's actually good to see Disney making a move in a different strategic direction. As much as I'm a Disney fan, there is value to not putting all your eggs in one basket. Perhaps Disney is catching on to that old phrase. I agree, Matt. From a marketing perspective and appealing to existing sports fans, I think rebranding with the ESPN name makes sense, but I’m still surprised by this move which seems to run counter to Disney’s existing branding strategy of extension and exploitation. It’s actually good to see Disney making a move in a different strategic direction. As much as I’m a Disney fan, there is value to not putting all your eggs in one basket. Perhaps Disney is catching on to that old phrase.

]]> http://www.corporate-eye.com/blog/2008/05/disney-co-chooses-espn-brand-over-disney-brand/comment-page-1/#comment-88 Matt Tuley Fri, 16 May 2008 19:11:52 +0000 http://www.corporate-eye.com/?p=349#comment-88 This makes complete sense to me. When I think "Disney" I don't think "sports." I think they can only gain here. There's nothing about the ESPN brand that is any less family-friendly than the Disney brand, but I can think of a lot of folks in the sports-loving demographic that wouldn't want to go to a Disney facility because they think it would be too childish or not serious enough. It's a good move. This makes complete sense to me. When I think “Disney” I don’t think “sports.” I think they can only gain here. There’s nothing about the ESPN brand that is any less family-friendly than the Disney brand, but I can think of a lot of folks in the sports-loving demographic that wouldn’t want to go to a Disney facility because they think it would be too childish or not serious enough. It’s a good move.

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