Disney’s BILLION Dollar Marketing & Branding Strategy

Summary

This video script narrates the story of Disney's near collapse and its remarkable turnaround through innovative marketing strategies. It highlights the creation of Mickey Mouse and the Mickey Mouse watch, which became a cultural icon despite initial skepticism. The script shares five key lessons on thinking outside the box, the importance of influencer marketing, and the power of a strong brand. Viewers are also invited to participate in a giveaway for a chance to win the exact Mickey Mouse watch featured in the video.

Takeaways

• 🎬 The script tells the story of Disney's early struggles and its turnaround through innovative marketing and branding strategies.
• 👨‍💼 Walt Disney's initial animation career began in 1920 at the Kansas City Film Ad Company, followed by the creation of Laugh-O-Gram Films with Ub Iwerks in 1922.
• 📈 Disney's first significant success came with 'Alice in Cartoon Land,' which led to more orders and a move to California to expand the business.
• 📉 After bankruptcy and losing the rights to Oswald the Lucky Rabbit, Disney created Mickey Mouse in 1928, which became an iconic brand ambassador.
• 🛍️ During the Great Depression, Disney hired Herman 'Kay' Kaman as a licensing agent to capitalize on the Mickey Mouse brand through various products.
• 🕰 The Mickey Mouse watch, initially thought by Walt Disney to be a poor idea, turned out to be a massive success, selling millions and becoming a cultural icon.
• 🤔 The story emphasizes the importance of thinking outside the box and not dismissing ideas too quickly, even if they seem unlikely at first.
• 🌟 Influencer marketing has been effective for a long time, as seen by celebrities like Grace Kelly and John Lennon wearing the Mickey Mouse watch, boosting its popularity.
• 🎉 Fun and non-boring products can be very successful in the market, as demonstrated by the Mickey Mouse watch's appeal during a challenging economic period.
• 🏆 Establishing a powerful brand can lead to the successful sale of a wide range of products, as Disney did with Mickey Mouse merchandise.
• 🎁 The video offers a chance to win the exact Mickey Mouse watch worn by the speaker, highlighting the ongoing relevance and appeal of the brand.

Q & A

What was the first thing that came to the speaker's mind when thinking of Disney?

Fun, excitement, family-friendly entertainment, and a little bit of magic.

Why did the speaker mention a watch at the beginning of the script?

The speaker is wearing a Mickey Mouse watch and teases a giveaway of the exact watch they are wearing during the video.

What was the first animation career move of Walt Disney?

Walt Disney began his animation career with the Kansas City Film Ad Company in Missouri in 1920.

What was the name of the company Walt Disney created with Ub Iwerks in 1922?

The company was called Laugh-O-Gram Films.

What was the name of the first character that Disney produced after facing bankruptcy?

The first character Disney produced after bankruptcy was Alice in Cartoon Land.

Why did Disney move to California after leaving Kansas City?

Disney moved to California to try to make it as a cinematographer after the success of 'Alice in Cartoon Land'.

What character did Disney create as a response to losing the rights to Oswald the Lucky Rabbit?

Disney created Mickey Mouse as a response to losing the rights to Oswald the Lucky Rabbit.

Who was Hermann 'Kay' Kaman and what was his role in Disney's success?

Hermann 'Kay' Kaman was Disney's licensing agent who helped to capitalize on the Mickey Mouse brand by putting Mickey on various products.

What was the initial reaction of Walt Disney to the idea of putting Mickey Mouse on a watch?

Walt Disney initially thought the Mickey Mouse watch would never sell.

What is one of the lessons from the Mickey Mouse watch story that the speaker emphasizes?

One lesson emphasized is the importance of thinking outside the box and not dismissing ideas too quickly.

How did the speaker describe the impact of the Mickey Mouse watch on Disney's business during the Great Depression?

The Mickey Mouse watch became a cultural icon and helped Disney's business significantly during the Great Depression by selling millions of units.

What was the significance of the 25 millionth Mickey Mouse watch being presented to Walt Disney?

The 25 millionth Mickey Mouse watch being presented to Walt Disney symbolized the immense success and popularity of the Mickey Mouse brand.

What was the speaker's final call to action for viewers interested in winning the Mickey Mouse watch?

The speaker asked viewers to like, comment, subscribe, and join their email list for a chance to win the exact Mickey Mouse watch they were wearing.

What additional content does the speaker suggest viewers check out after watching the video?

The speaker suggests viewers check out a video on Tesla's marketing strategy.