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Iger says Brand Depth, Not Breadth, is Key to Effective Globalization

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  • Iger says Brand Depth, Not Breadth, is Key to Effective Globalization

    Disney President and CEO Robert A. Iger Says Brand Depth,
    Not Breadth, is Key to Effective Globalization



    BURBANK, Calif., Sept. 11 /PRNewswire-USNewswire/ -- At a luncheon yesterday with Pacific Council on International Policy Members and Guests, Disney President and CEO, Robert A. Iger discussed his views onglobalization and technology and their effect on industry, particularly regarding The Walt Disney Company.

    Iger says building brand identity is important for the Americanentertainment industry, especially when branching out globally. Reaching "dramatically and deeply," says Iger, has allowed Disney to, "...enter the hearts and minds of people all over the world."

    Additionally, Iger explained that identifying "...local tastes and market trends" is important for global industry, especially in the growing markets of China, Russia and India. Being apolitical and attuned to local markets, according to Iger, has been advantageous to the Walt Disney Company, whose most recent animated film, Ratatouille, was produced in 45 languages.

    The discussion was led by Pacific Council Member and Motion Picture Association of America President and COO, Robert Pisano.

    Pacific Council co-chair, and Chairman and CEO of Edison International, John Bryson, presided over the event. Bryson announced the upcoming winter 2008 launch of the Pacific Council's Media and Entertainment Committee,which will focus on the entertainment industry's impact on international policy and engage in programs and events similar to this one in the future. For information on upcoming international affairs programs hosted by the Pacific Council on International Policy, or to contact the Council'sforeign policy Fellows, please visit http://www.pacificcouncil.org, or e-mailmheintzelman@pacificcouncil.org.

    The Pacific Council on International Policy is a non-partisan organization headquartered in Los Angeles with members and activities throughout the West Coast of the United States and internationally. The Council is governed by a Board of Directors co-chaired by John E. Bryson,Chairman and CEO of Edison International, and Warren Christopher, former U.S. Secretary of State. Geoffrey Garrett is the President of the Pacific Council. Founded in 1995 in partnership with the Council on ForeignRelations, the Pacific Council is a 501c(3) non-profit organization whosework is made possible by financial contributions and in-kind support fromindividuals, corporations, foundations and other organizations.
    SOURCE Pacific Council on International Policy
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

  • #2
    Re: Iger says Brand Depth, Not Breadth, is Key to Effective Globalization

    Hopefully that includes keeping the classic Walt Disney film and television library in circulation... right now the depth could be deeper.

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    • #3
      Re: Iger says Brand Depth, Not Breadth, is Key to Effective Globalization

      Agreed. I call Mullarkey, BS, Shenanigans and Blarney on Hannah Montana!

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      • #4
        Re: Iger says Brand Depth, Not Breadth, is Key to Effective Globalization

        Originally posted by merlinjones View Post
        Hopefully that includes keeping the classic Walt Disney film and television library in circulation... right now the depth could be deeper.
        Right. Be careful of the Disney Channel teeny bopper depths right now. You could drown very easily.

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