Firebrands insight: Disney. Magic, myth and cryogenics

One commonly held celebrity myth is that Walt Disney was cryogenically frozen when he died in 1966 in the hope that he could be thawed out when there was a cure for the lung cancer that killed him. Unfortunately this aggrandised account of the death of the genius behind Disney’s creations, is an urban legend. He was cremated.

Nevertheless, such rumours only help to increase the sense of wonder surrounding the world’s most iconic cartoon characters; characters that have remained iconic for decades after their creation. It is hard to believe that Snow White is over 70 years old now.

The performance of Disney on Firebrands can be viewed as a microcosmic account of the lifespan of Disney. There has not been a single dip below 10th in the rankings – yet. Unfortunately we don’t have the data from March this year to witness the effect that the disastrous John Carter, Disney’s most recent flop, had on the brand’s performance on Firebrands (it certainly ended badly for Rich Ross). However, even in light of such a disastrous creation, the brand has taken little lasting damage. With forthcoming releases such as Iron Man 3 and a new Muppets Movie in the new Year, Disney is sure to recover from this small mishap.

Disney’s style on Twitter is captivating, reproducing quotes from their films in a “quote of the day” style, as well as links to products, promotions and pictures all related to different Disney products. The feel is warm and light-hearted, creating an enjoyable experience as you trawl through the thousands of posts, captivated by what personal memory might surface when clicking on a link. Disney’s Facebook profile is somewhat the same, with quotes and images from their films, all having amassed hundreds of thousands of likes. It is a popular page with powerful imagery and iconic wording from their films. They have done well to capture the essence of all things Disney and portray it seamlessly.

Interestingly the look and feel section on Firebrands is not clips from films that are popular. Instead they are all promotional videos for a Disney Cruise, or a Disney Summer vacation, or Disney shoes styled on Cinderella’s glass slipper. Of course this is beneficial for Disney – their advertising campaigns are working well – and loom larger than the films which made Disney famous.

What does the future hold for Disney? Greatness, hopefully. Disney is an extremely diversified brand, no longer simply the cartoons that gave birth to the sensation. From theme parks to blockbuster hits, Disney is a global phenomenon that continues year after year to wow us with its ingenuity and fervour. Long may it continue.

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