Disney Co. Chooses ESPN Brand Over Disney Brand
In October 2007, I wrote a post on my branding blog, Brandcurve, about the Disney brand strategy. In the post, I referenced a q&a session with Disney (NYSE: DIS) CFO Tom Staggs at the Merrill Lynch 2007 annual Media Fall Preview event where Staggs basically revealed the secret to Disney’s brand strategy - identify strong, popular brands then exploit them around the world.
WIth that brand strategy in mind, I was actually surprised to read that Disney is abandoning its brand name on one of its popular properties. According to Brandweek, Disney will remove the Disney brand name from its sports complex at Walt Disney World in Orlando, Florida and replace it with the ESPN brand name. Read the rest of this article …
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Posted on May 16, 2008 by Susan Gunelius and filed under Brand | 2 Comments
The 6 Hats of a Chief Brand Officer
Chief Brand Officer (CBO) - it’s still a fairly new term in the business world, or at least it’s still fairly unused. So what exactly is a chief brand officer? What does a CBO do, and what value does the CBO bring to an organization? Let’s take a closer look.
First, if you haven’t already read Branding Spotlight: What is Branding? and Branding Spotlight - How to Develop a Brand, and you’re not clear on the basics of branding, then take a moment to read those posts. Then, come back to this post and read on to learn more about the role of a chief brand officer. Read the rest of this article …
Posted on May 14, 2008 by Susan Gunelius and filed under Brand | Leave a Comment
Branding in the Spotlight – How to Develop a Brand
Creating a memorable and recognizable brand image, message and promise is the ideal for every chief brand officer, brand manager or business owner, but how does one get there?
Read the rest of this article …
Posted on May 8, 2008 by Susan Gunelius and filed under Brand, Guides | 1 Comment
Branding in the Spotlight - What is Branding?
The role of branding in business and marketing has grown significantly in terms of prioritization across the corporate and small business worlds, particularly with the advent of positions such as chief brand officer and chief imagination officer. The question remains: what is branding?
Despite branding’s move to the spotlight, the vast majority of businesspeople still don’t have a firm grasp of what branding truly is. In fact, I dare say that many businesspeople view branding as another funnel of expenditures by the marketing team that does little in terms of generating ROI.
Read the rest of this article …
Posted on May 6, 2008 by Susan Gunelius and filed under Best Practices, Brand, Guides | 4 Comments
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