Disney's long-term strategy emphasizes creativity, innovative use
of technology, and global growth. The sharpness of its focus in these areas
drives increased alignment and commitment throughout the 91-year-old organization.
But perhaps the real key to Disney's brand strength is its use of technology
and data to understand what customers want and personalize their experiences. The
addition of Jack Dorsey, Chairman of Twitter Inc. and CEO of Square Inc., to the
Walt Disney Co. board signifies the company's commitment to leveraging next
generation media and platforms to increase relevance.
To meet consumer demand for multi-platform
access to content, Disney announced an exclusive deal to create Marvel
programming for Netflix by 2015 and acquired YouTube network Maker Studios, the
top online video network for millennials. It also debuted the groundbreaking,
free Disney Movies Anywhere app on iTunes, enabling seamless access to in-app
purchases and previous Disney content bought on iTunes. In late 2013, the brand's interactive
division launched Disney Infinity, a new platform for gamers that opens up opportunity to create stories and play
experiences starring Disney and Disney/Pixar characters, and Disney Animated, Apple's App of the Year
2013. Disney is also embracing new technologies
that are making vacation experiences
more personal, customizable, and connected than ever. Through MyMagic+,
plans can now be made online or via mobile and new RFID ticketing
technology opens up access to the Disney experience of one's design.
The box office success of Frozen revitalized the brand as a global
blockbuster powerhouse. Along
with the U.K. and Japan, China and Russia are now among the largest markets for
to Corporate Citizenship has also strengthened its brand. Disney won the Social
Good category in the 2013 CSR Awards and placed joint first in Reputation
Institute's list of the World's Most Reputable Companies (as judged by
consumers). By continuing to grow its
reputation for second-to-none family entertainment globally, increasing focus
on next-generation media and platforms, and taking its customer experience to
the next level through technology and personalization, Disney is ready to
thrive in the Age of You.