William Shakespeare once said:
“What’s in a name? That which we call a rose
By any other word would smell as sweet.”
Well, I don’t know Bob Iger would agree with the Bard. The way Disney’s new CEO supposedly sees things, the proper answer to that “What’s in a name?” question should probably be:
“Brand recognition & market share”
To Bob’s way of thinking, the Walt Disney Company — as it exists today — is this unnecessarily complicated collection of confusing corporate entities. A place where it’s possible for Walt Disney Studios to produce a Touchstone Pictures release. Which — in turn — is then released to theaters through Buena Vista Pictures Distribution, Inc.
And Bob … Well, let’s just say that this guy now wants to clear up all of the corporate clutter. Not to mention strengthening Disney, ESPN & ABC by renaming various divisions of the corporation after its three main brands.
Copyright 2007 Disney
The first part of the Mouse Factory to receive an entirely new moniker was Buena Vista Games. Which — back in February of this year — was renamed Disney Interactive Studios.
When asked why BVG had suddenly changed its name, Thierry Braille — Vice President and Managing Director of Europe, Middle East, Australia, and Latin America — explained:
“It is pretty simple really. A lot of the non-Disney branded divisions are considering changing their name. We are the first to do it. Changing from BVG to Disney Interactive Studios is actually related to this big focus that the company (now) has on the Disney brand.”
Of course, what’s kind of ironic about all this is — even as Disney Interactive Studios is trying to make better use of the Mouse House’s best-known brand name — the company’s computer gaming division is right in the middle of launching its new Touchstone division. Which will then be used to distribute more adult-oriented fare like its new “Turok” shooter game.
Copyright 2007 Touchstone
“And what’s so ironic about that?,” you ask. Well, here is DIS glomming onto “Touchstone” just as Touchstone Television is tossing that name off. As of February of this year, that TV production unit became known as ABC Television Studio.
And if the rumors that are coming out of the Team Disney Burbank building are true … This is just the tip of the iceberg, folks. Buena Vista Home Entertainment (I.E. The arm of the corporation that handles all of Mickey’s videos & DVDs) is soon to receive a much more Disney-centric name. Even Hyperion Books may soon find itself becoming Mouse-ified.
“But is all this rebranding really necessary?,” you query. Bob Iger seems to think so. Given that the Landor Company‘s most recent brand valuation survey listed the Disney name as being second only to Coca-Cola in worldwide recognition … Well, the Mouse House’s new CEO wants to make the most of that name recognition.
Copyright 2007 Disney
Mind you, what really helps in this situation is — thanks to the enormous popularity of the “Pirates of the Caribbean” films — Disney-branded fare appeals to a much broader audience these days. And Iger is eager to take advantage of this unique opportunity by putting more films like The Curse of the Black Pearl” & “Dead Man’s Chest” into production. Witness last week’s news stories that Michael Bay may soon sign to direct “Prince of Persia.” Or — better yet — that persistant rumor about how Johnny Depp has already agreed to appear in “Pirates 4.” Which would then be Disney’s big tentpole picture for the Summer of 2010.
Now as for ESPN … Given that — starting in September of last year — every single sporting event that was broadcast on ABC was rebranded “ESPN on ABC,” Bob’s refocusing of that Bristol, CT.-based broadcasting behemoth has already been underway for eight months now. Though there’s no definitive word yet as to whether this effort has actually translated into higher ratings for the Alphabet Network.
And speaking of ABC … Given that Disney’s TV syndication arm, Buena Vista Television as well as its foreign sales unit, Buena Vista International Television are both expected to be alphabetized in the not-so-distant future … Look for ABC to maintain a much higher profile at the Mouse Factory from here on in.
Copyright 2007 Disney
Now, I’m sure that there are purists out there who are going to grieve once they hear that the Buena Vista & Hyperion names may someday completely disappear from Disney’s corporate roster. Given their obvious ties to the Mouse House’s history (I.E. “Hyperion” is the name of the avenue where Walt Disney Studios was located from 1925 – 1939. “Buena Vista” refers to the street on which Disney corporate headquarters has been located since 1939), these names obviously mean a lot to Disneyana fans as well as film historians.
But Bob Iger … While he obviously has great respect for Disney’s past, the Mouse House’s new CEO’s main focus these days is the company’s future. And the key to succeeding there (At least to Bob’s way of thinking) is by putting most of the corporation’s time, money & energy behind its three main brands: Disney, ESPN & ABC.
But what do you folks think? Is it really wise for Iger to focus on this rebranding effort? Or would it be better in the long run if Disney’s new CEO didn’t worry about what division was named what? But — rather — focused his attention on creating new things (Be they movies, TV shows, computer games or theme park attractions) for the company to sell?
Your thoughts?