Darkbeer
12-04-2003, 11:31 AM
What would Walt do? (http://www.csmonitor.com/2003/1204/p11s02-ussc.html) - Christian Science Monitor, 12/4/03
QuikQuote: The public's attachment to the old Disney name has changed to such a degree in the past five years, adds Geis, "that the special pixie dust is no longer [there]."
The Irony, say some pundits, is that a unique identity is the one thing Disney can't afford to lose. "They've positioned themselves as being in the 'magic business,' " says David Shore, director of the Trust Initiative at the Harvard School of Public Health. "When you enter the Disney compound, there's a sign that says 'Welcome to 100 years of Magic.' " Mr. Shore calls this strong branding a power brand, something that consumers will pay more for, travel farther to see, and wait longer to experience, because their expectations are high. Fundamentally, he says, "Disney is not in the attractions or the movie business, they're in the trust business. Trust, not the dollar or the euro, is the currency of all commerce." Unfortunately, he adds, "there's been erosion of that trust."
QuikQuote: The public's attachment to the old Disney name has changed to such a degree in the past five years, adds Geis, "that the special pixie dust is no longer [there]."
The Irony, say some pundits, is that a unique identity is the one thing Disney can't afford to lose. "They've positioned themselves as being in the 'magic business,' " says David Shore, director of the Trust Initiative at the Harvard School of Public Health. "When you enter the Disney compound, there's a sign that says 'Welcome to 100 years of Magic.' " Mr. Shore calls this strong branding a power brand, something that consumers will pay more for, travel farther to see, and wait longer to experience, because their expectations are high. Fundamentally, he says, "Disney is not in the attractions or the movie business, they're in the trust business. Trust, not the dollar or the euro, is the currency of all commerce." Unfortunately, he adds, "there's been erosion of that trust."