Will Star Wars: The Force Awakens, Out-Synergize The Lion King?

According to a story in The Wall Street Journal on Dec. 7, 2015, as The Walt Disney Company planned its campaign for Star Wars: The Force Awakens, Chief Executive Robert Iger had a question for his marketing team: “How much do we really need to do?”  Apparently, the feeling was that Star Wars: The Force Awakens, carries its own marketing weight that brings much to the table on its own. Having been the Director of Corporate Synergy for the Disney Company for a decade in the ’90s, and the author of the new book, Inside the Disney Marketing Machine – in the Era … Continue reading Will Star Wars: The Force Awakens, Out-Synergize The Lion King?

How Disney is Making Sure You’ll Never Be Able to Escape Star Wars

The following story, posted today on Wired Magazine’s website wired.com, was written by Julia Greenberg and focuses on Disney synergy.  As the author of the book “Inside the Disney Marketing Machine,” I was interviewed (along with others) for the story and one of my quotes was used.   With ABC, ESPN, and Lucasfilm, Disney’s reach goes far beyond its animated characters. Here’s a look at some of the company’s major divisions and products that shows how franchises like Star Wars are promoted across the Disney empire. When it comes to marketing, Disney has it almost too easy. Just consider the past few … Continue reading How Disney is Making Sure You’ll Never Be Able to Escape Star Wars