Excerpted from Chapter 21 of Inside the Disney Marketing Machine – in the Era of Michael Eisner and Frank Wells, written by Lorraine Santoli, former Director of Corporate Synergy for The Walt Disney Company. The chapter is titled “Educating the Company About the Company.” Despite its synergistic history, The Walt Disney Company, like most large corporations, certainly suffered a degree of divisional tunnel vision. Executives were fervently aware of the projects happening and in-development within their own business units, but how much did they really know about the goings-on and priorities in the other divisions? At the time I started … Continue reading Can You Name All of Your Company’s Business Segments?
LEARN. LAUGH. READ. Continue reading Inside the Disney Marketing Machine Trailer
Have a listen to my interview about my new book, Inside the Disney Marketing Machine, on the Disney Parks Podcast (click on the image). The interview highlights what is was like to work at such a creative company in marketing, publicity, and synergy. Go behind closed doors for a first-hand insider’s view of the inner workings of the world’s #1 entertainment company. Continue reading What Was It Like Inside The Disney Marketing Machine?
What companies do you think of when you hear the phrase “world class marketing?” I may be biased, but I had a 22-year marketing career at the one that I consider #1 in that discipline – The Walt Disney Company. It is an organization that is known for being perhaps the most marketing savvy in all of corporate America. It is also known for many “firsts” upon which they have built their amazing reputation including: the world’s first synchronized sound cartoon, Steamboat Willie starring Mickey Mouse the world’s first theme park, Disneyland the world’s first full-length animated film, Snow White … Continue reading WORLD CLASS MARKETING SECRETS REVEALED
The idea in the quote below was laughed at…and not in a good way. But Walt Disney World Publicity master Charlie Ridgway had keen PR instincts and knew, at the very least, he could get a good photo out of it that would run in the local Orlando print media so he decided to do it anyway. If you spend any kind of time on idea development, sometimes your “crazy idea” does have legs. My intent with this blog post is to let every marketer know that sometimes you just need to go with your gut feelings. Usually our initial … Continue reading Are You a Crazy Idea Person? Go With Your Gut.
One of the greatest obstacles to making synergy work is by issuing decrees. By that I mean that no marketing executive should tell a business segment of a corporation what to do when it comes to driving internal cross-promotion on a given project. It is counterproductive. Suppose business “A” has a project that is a major priority for the overall organization. The company CEO has placed that priority in the number one spot for cooperation across business barriers. In some corners of corporate America, business “A,” initiating the project, decides to use the leverage of having the CEO behind the … Continue reading Don’t Tell Me What to Do!
When promoting synergy internally within any organization it is important to remain neutral to all your constituents. Thus “the Switzerland theory.” In my case, working synergy for The Walt Disney Company, I had a key marketing person designated as the … Continue reading The Switzerland Theory
Foreword I was Lorraine Santoli’s first boss and mentor. I am honored that she asked me to write the foreword to this book, not only because we met at the beginning of her career and have remained friends for so … Continue reading “Inside the Disney Marketing Machine” by Lorraine Santoli – Book Foreword by Sam Tuchman, Ph.D.
As the former Director of Corporate Synergy of The Walt Disney Company, I want to put life back into the word that can elevate business to greater heights and enormous profits. The role I held was unique in a company that is one of the most synergistic in Corporate America. Continue reading Welcome to My Blog by Lorraine Santoli