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 more…] about Disney Co. Chooses ESPN Brand Over Disney Brand