Masters of Scale Disney’s Bob Iger: How acquisitions become an ecosystem, part 2
Mar 23, 2021
Bob Iger, executive chairman and former CEO of Disney, reflects on his groundbreaking acquisitions like Pixar, Marvel, and Lucasfilm. He discusses the art of brand cohesion while maintaining individual identities amid a diverse ecosystem. Iger also shares insights on the complexities of launching Shanghai Disneyland and the importance of employee wellbeing in enhancing customer experiences. The conversation showcases Disney’s innovative embrace of technology with Disney+ and highlights the company's resilience during challenging times, including the pandemic.
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Brand Management
- Manage brands separately to maintain individual identities and consumer perception.
- Bring them together strategically when there's real value, like in theme parks.
Theme Park Ecosystem
- Disney theme parks act as brand accretive, deepening fan engagement with characters and stories.
- Each park offers a unique, immersive experience that strengthens brand connection, unlike typical cash grabs.
Shanghai Disneyland Journey
- Bob Iger worked on the Shanghai Disneyland project for 18 years, from initial surveys in 1998 to its opening in 2016.
- This demonstrates his patience and long-term vision for Disney's global expansion, particularly in China.
