“Synergy” is perhaps the most frowned up, derided, and misunderstood word in business today. According to Webster, it is defined as the action of two or more entities to achieve an effect of which each individually is incapable. Integrated into a diversified business environment it can be a spark that ignites an extraordinary divisional cross-promotion, elevating projects to new heights and dizzying corporate profits. In fact, the word “synergy” is so considered a foolish corporate buzzword that big business has chosen to disguise it with euphemisms that better capture the mindset of the 21st century such as “business intelligence,” “franchise … Continue reading Do You Think That Synergy is Laughable?
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
Leadership has so much do to with skills that you will never learn in school. And all the degrees in the world won’t necessarily make you a great manager. According to Forbes, chief among the less valued qualities of a great leader are things like honesty, confidence, and commitment. But the most underrated leadership skill of all is one that engages at all levels, and that is a sense of humor. Berkshire Hathaway CEO Warren Buffet once said, “I buy expensive suits. They just look cheap on me.” Laughter isn’t just the best medicine, it’s also the secret ingredient to … Continue reading Can You Guess What the Most Underrated Leadership Skill Is?
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.
Anyone involved in social media may not realize it, but they are using synergy every day. If you maintain multiple social accounts, you are a synergist. Think about it. You post a blog, then tweet about that blog, then post it to your Facebook page, use images to connect it to your Instagram account, add it to yur Linkedin pages, and on and on. You are cross-promoting and linking back to the root item and stretching it as far as it will go in the universe of social media. The same concept, when applied inside a business enironment, works equally … Continue reading Are You Walking the Synergy Walk and Don’t Know It?
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.