Disney’s BILLION Dollar Marketing & Branding Strategy
Summary
TLDR在这个视频中,我们探索了迪士尼公司历史上的一个转折点,以及它如何通过一个看似不可能的营销和品牌推广活动从濒临失败中恢复过来。故事始于1920年,沃尔特·迪士尼在密苏里州的堪萨斯城电影广告公司开始了他的动画生涯。经历了破产和版权问题后,迪士尼在1928年推出了动画电影《威利号汽船》,并向世界介绍了米老鼠这一标志性角色。在大萧条期间,迪士尼通过将米老鼠形象授权给各种产品,包括手表,成功地将品牌推广到了新的高度。这个案例教会我们五个重要的营销课程,包括创新思维、重新考虑普遍意见、利用影响力营销、保持品牌有趣以及建立强大品牌的重要性。视频还提到了一个互动环节,观众可以通过订阅和评论参与抽奖,有机会赢得视频中展示的米老鼠手表。
Takeaways
- 🎬 迪士尼的品牌形象和营销策略是其成功的关键因素之一。
- 🚀 沃尔特·迪士尼的动画事业始于1920年,经历了多次失败和转变。
- 📈 即使在大萧条时期,迪士尼通过创新的营销和品牌推广活动实现了逆转。
- 🐭 米老鼠的创造是迪士尼历史上的一个标志性事件,成为了品牌的代表。
- 🔄 迪士尼通过授权代理赫尔曼·凯曼的策略,将米老鼠形象用于多种产品,扩大了品牌影响力。
- 🤔 即使创始人最初对米老鼠手表的商业前景持怀疑态度,但最终这一产品大获成功。
- 👑 影响力营销是一个长期存在的策略,通过名人和有影响力的人物来提升品牌知名度。
- 📘 米老鼠手表成为了文化标志,证明了小创意可以带来巨大的商业成功。
- 🎉 米老鼠手表的成功展示了在商业中,避免平庸和无聊的重要性。
- 📈 米老鼠手表的热销证明了强大品牌的力量,能够推动各种产品的市场销售。
- 💌 通过参与互动(点赞、评论、订阅),观众有机会赢得视频中展示的米老鼠手表。
Q & A
华特·迪士尼的动画生涯是从哪里开始的?
-华特·迪士尼的动画生涯开始于1920年,在密苏里州的堪萨斯城电影广告公司。
迪士尼公司在1922年创建了哪个公司,并开始制作一系列卡通?
-1922年,华特·迪士尼与他的朋友乌布·伊沃克斯合作创建了拉法格姆电影公司(Lafayette Films),并开始制作一系列不同的卡通。
迪士尼在1923年制作了哪部作品,标志着其动画与实景结合的尝试?
-1923年,迪士尼制作了《爱丽丝在卡通国》(Alice in Cartoonland),这是一部结合了动画和实景的作品。
迪士尼在1928年推出了哪部动画电影,从而向世界介绍了米老鼠这一角色?
-1928年,迪士尼推出了动画电影《威利号汽船》(Steamboat Willie),向世界介绍了米老鼠这一角色。
迪士尼在1932年大萧条期间是如何利用米老鼠品牌进行营销的?
-1932年大萧条期间,迪士尼雇佣了赫尔曼·K·凯曼(Hermann K. Kayman)作为其授权代理,开始将米老鼠形象授权给不同的产品,以此来进行品牌营销。
米老鼠手表最初是由谁提出的想法,并且最初售价是多少?
-米老鼠手表最初是由赫尔曼·K·凯曼提出的想法,最初售价为2.98美元。
米老鼠手表在1933年5月22日获得了专利,它的机芯是由什么制成的?
-米老鼠手表的机芯是由第一次世界大战的剩余物资制成的。
在单日促销活动中,米老鼠手表在梅西百货售出了多少只?
-在梅西百货的一次单日促销活动中,售出了超过11,000只米老鼠手表。
迪士尼公司在1957年售出了第多少只米老鼠手表,并且这只手表被赠送给了谁?
-1957年,迪士尼公司售出了第2500万只米老鼠手表,这只手表被赠送给了华特·迪士尼。
米老鼠手表的成功给商业营销带来了哪些启示?
-米老鼠手表的成功展示了品牌的力量、创新思维的重要性、不要过早否定一个想法、影响者营销的长期有效性以及在商业中保持趣味性的价值。
如何参与赢得视频中展示的这只米老鼠手表?
-要参与赢得视频中展示的这只米老鼠手表,观众需要点赞、评论、订阅视频,然后主持人会使用随机数生成器从订阅者中随机选择一位获奖者。
如何加入主持人的电子邮件列表以获取获奖信息?
-要加入主持人的电子邮件列表,观众可以访问adamrhart.com/cheatsheet或点击视频描述中的链接。
Outlines
😀 迪士尼的起死回生与米奇老鼠的诞生
本段落讲述了迪士尼公司从濒临破产到成功转型的故事。最初,沃尔特·迪士尼在1920年于密苏里州的堪萨斯城电影广告公司开始了他的动画事业。1922年,他与朋友乌布·伊沃克斯共同创立了拉法格姆电影公司,开始制作一系列卡通片。1923年,迪士尼制作了结合动画和真人动作的《爱丽丝在卡通国》,尽管最初计划是破产后的一个新系列,但该系列意外地取得了成功,促使迪士尼和他的兄弟罗伊在加利福尼亚重新开业。随后,迪士尼在1927年转向全卡通系列,并创造了幸运兔奥斯华这一角色。然而,由于迪士尼没有奥斯华的所有权,他被迫创造了一个新的角色——米奇老鼠,这成为了历史上最著名和最易识别的卡通角色之一。
😉 米奇老鼠的营销奇迹与品牌建设
在1932年大萧条期间,10岁的迪士尼公司面临困境,沃尔特·迪士尼雇佣了赫尔曼·凯·曼作为其授权代理,开始将米奇老鼠品牌授权给各种产品。最初,迪士尼对米奇老鼠手表的商业前景持怀疑态度,但手表最终取得了巨大成功,销售量远超竞争对手。此外,许多知名人士和名人也开始佩戴米奇老鼠手表,包括格蕾丝·凯利、萨米·戴维斯·小、约翰·列侬、安迪·沃霍尔、约翰尼·卡森,甚至是著名的宇航员巴兹·奥尔德林。这证明了影响者营销已经存在了很长时间,甚至在“影响者”这个术语出现之前。米奇老鼠手表的成功展示了通过有趣的产品可以极大地提升品牌价值,它成为了文化标志,证明了强大的品牌可以销售几乎任何东西。
Mindmap
Keywords
💡迪士尼
💡米老鼠
💡大萧条
💡品牌大使
💡授权代理
💡创新营销
💡影响力营销
💡文化标志
💡品牌建设
💡市场推广
💡随机抽奖
Highlights
迪士尼几乎面临彻底失败,但通过巧妙且不太可能的营销和品牌推广活动扭转了局面。
迪士尼最强大的营销活动之一背后的故事,以及五个重要的教训。
1920年,沃尔特·迪士尼在密苏里州的堪萨斯城电影广告公司开始了他的动画生涯。
1922年,迪士尼与朋友乌布·伊沃克斯创建了拉法格姆电影公司。
1923年,迪士尼首次制作了结合动画和真人动作的《爱丽丝在卡通国》。
《爱丽丝在卡通国》完成后几周内,迪士尼申请破产并搬到加利福尼亚。
《爱丽丝在卡通国》意外地取得了巨大成功,促使迪士尼在加利福尼亚重新开业。
1927年,迪士尼转向全卡通系列,并创造了奥斯瓦尔德幸运兔这一角色。
迪士尼发现他的经销商在他不知情的情况下雇佣了他的动画师,并拥有奥斯瓦尔德的版权。
1928年,通过动画电影《威利号汽船》向世界介绍了米奇老鼠。
米奇老鼠成为了代表业务的标志性吉祥物和品牌大使。
1932年大萧条期间,迪士尼公司聘请了赫尔曼·凯·曼作为其授权代理。
米奇老鼠手表的成功证明了思考创新的重要性。
即使沃尔特·迪士尼最初认为米奇老鼠手表不会成功,但他还是信任了凯曼并继续了这个想法。
名人效应营销已经存在很长时间,早在“网红”一词出现之前。
1933年5月22日,米奇老鼠手表的专利首次申请,成为了文化标志。
米奇老鼠手表证明了市场中对有趣产品的渴望,它在梅西百货的一次促销中一天内售出了超过11,000只。
在短短两年多的时间里,售出了250万只米奇老鼠手表。
1957年,第2500万只米奇老鼠手表被赠送给了沃尔特·迪士尼。
建立一个强大的品牌可以销售几乎所有产品。
Transcripts
when i think of disney the first thing
that comes to mind is fun excitement
family-friendly entertainment and maybe
even a little bit of magic oh yeah and
people lots and lots of people but the
one thing that never really occurs to me
is just how close disney came to
complete and utter failure and how they
were able to turn it all around and save
themselves thanks to a clever and also
incredibly unlikely marketing and
branding campaign and that's what this
episode is all about so let me tell you
a story behind one of the most powerful
and profitable marketing campaigns that
disney has ever had as well as five
important lessons that you can take away
from it and immediately apply to your
own business or idea or message i'm also
going to explain why i'm wearing this
watch and maybe more interestingly how
you can win this watch nope not an exact
copy of this watch but this exact watch
that i'm wearing right now right here in
this video alright let's get started but
to help me tell this story we first need
to go back way back to 1920 where walt
disney himself first began his animation
career with the kansas city film ad
company in missouri now even though this
is where walt got his start it was a
couple years later in 1922 when he
joined forces with his friend of iwerks
possibly the world's most interesting
name and they created a company called
lafagram films and started to produce a
series of different cartoons around
different stories and fairy tales it was
a year later though in 1923 that disney
first produced alice in cartoon land
this was a combination of both animation
and live action and was originally
intended to be a pilot in a whole series
of future alice cartoons but this is
where things start to fall apart within
only a few weeks of its completion
disney filed for bankruptcy packed up
all this stuff left kansas city and
along with his brother roy moved to
california to try to make it as a
cinematographer alice in cartoon land
however actually turned out to be a
pretty big hit and as more and more
orders four more alice cartoons from
different distributors started to roll
in well it sort of compelled disney to
re-open his shop in california with his
brother roy soon after that the rest of
his team moved from kansas city to
california and they spent the next four
years working on these alice films then
four years later in 1927 disney made the
strategic move towards an all-cartoon
series and created the character oswald
the lucky rabbit and within a year
disney had made 26 of the oswald
cartoons but oswald wasn't so lucky or
in this case disney wasn't so lucky
because another problem then presented
itself a problem however that would
eventually lead to disney's greatest
success here's what happened walt who
was looking to secure another round of
funding in order to produce another year
of oswald the lucky rabbit cartoons well
he went to his distributor and realized
some pretty unfortunate news you see
walt's distributor had gone behind his
back and hired most of his animators out
from under him but to make things worse
upon re-reading his contract disney
realized that he didn't even own the
rights to oswald the lucky rabbit and so
there was pretty much nothing he could
do nothing that is except create a newer
better and more appealing version of
oswald and so in 1928 with the release
of the animated film steamboat willy the
world was introduced to mickey mouse one
of if not the most iconic and
recognizable cartoon characters in all
of history now clearly the creation of
an iconic mascot and brand ambassador
like mickey mouse to represent your
business is a stroke of genius but the
real business and marketing and branding
success took place a few years later
during one of the darkest times in
economic history and with an unlikely
product that even walt disney himself
didn't think was going to sell the year
was 1932 and the now 10 year old disney
company was struggling it was the great
depression and people were out of work
and out of money and well greatly
depressed
yeah it's a terrible joke i know it was
at this point that walt disney hired a
fellow by the name of hermann k cayman
to act as his licensing agent kay's job
was to start hiring out mickey to hawk
different products and this is the first
lesson from this story appreciate it's
totally cliched but the reality is if
you want to succeed you really do need
to think outside the box in this case
looking for other ways to capitalize on
the mickey mouse brand in the book
mickey mouse reader it describes how
when walt was first presented with the
idea to put mickey mouse on a watch well
his response was that it'll never sell
fortunately he was wrong as the book
goes on to say the watch now outsells
its nearest children's competitor watch
ten to one and this is lesson number two
that you need to think twice before you
take advice most people are simply going
to say it'll never work that is until it
does in this case even though walt
himself didn't think the idea was going
to work he trusted k enough to go
through with the idea and it's a really
good thing he did because it wasn't just
children's watches that were selling
with mickey mouse on them as even a
number of very prominent and very
influential leaders and celebrities in
the space started to wear the mickey
mouse watch people like grace kelly
sammy davis jr john lennon andy warhol
johnny carson and even buzz aldrin the
famous astronaut who followed neil
armstrong onto the moon on that fateful
day july 20th 1969. and this leads me to
lesson number three which is that
influencer marketing has been around for
a very long time long before the term
influencer even existed this is because
the boosts in authority and credibility
and leveraging other people's platforms
has always been a very effective
marketing strategy and so what started
on may 22nd 1933 when the patent was
first filed for the mickey mouse watch a
watch i might add that was originally
sold for 2.98 cents and whose pin lever
movement was made up of surplus from
world war one well that watch became a
cultural icon and this is lesson number
four the fact that a little bit of fun
goes a really long way and the worst
thing that you can be in business is
boring and it turns out that this
inexpensive and fun little watch was
exactly what the market wanted and it
proved this when during a single
promotion at macy's over 11 000 mickey
mouse watches were sold in a single day
and in only a little over two years they
had managed to sell 2.5 million mickey
mouse watches and in 1957 the 25
millionth mickey mouse watch was
presented to walt disney who somewhat
interestingly actually wore a rolex and
not a mickey mouse watch
and this is lesson number five in that
establishing a powerful brand can sell
pretty much anything so at this point
there's two things that you might want
to do first if you'd like to enter for
your chance to win this exact mickey
mouse watch not another one like it but
this exact watch that i'm wearing right
here right now in this video all you
need to do is to like to comment to
subscribe and then i'll pick a winner
from random using the random number
generator and announce the winner on my
email list so if you're not already on
the email list all you need to do to
join is visit adamerhart.com
cheat sheet or click the link in the
descriptions below it's fast it's easy
and it's free next for even more
marketing strategies and what these
actually look like in the real world the
next thing you're going to want to do is
check out the video that i've got linked
up right here on tesla's marketing
strategy so make sure to check it out
now and i'll see in the next video and
they're being led by an outspoken media
savvy and polarizing leader the one and
only elon musk who is basically a
walking talking marketing machine so
while their business growth
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