With over 25 businesses under one virtual roof, Disney ABC needed to create a single message that would resonate with their team and audiences worldwide. The goal was to engage and inspire their workforce as well as attract talent in an increasingly competitive marketplace.
Courtesy of The Wrap
In an innovative rebranding effort, Disney ABC worked to develop the motto, “create what’s next.” Disney ABC President Anne Sweeney didn’t wait until its official brand launch to use the tagline herself. She created her own personalized version, “the next memory, the next story, the next big idea.” During an interview with Fast Company, Ms. Sweeney described it as the company’s “unspoken mantra.”
For the internal launch, the company aimed to inspire employees and business units alike to take ownership of the tagline and interpret it for their unique situations. Externally, a recruitment brochure, series of postcards, recruitment fair booth graphics, recruitment website and extended culture video all challenged prospective employees to find and create their own communication opportunities at Disney ABC.
Disney ABCs branding consultant, Baker explains that, “‘create what’s next’ aligns with Disney ABC’s value proposition and champions the creation of cutting-edge content for a highly competitive, media-savvy market.”
Ultimately, the rebranding has been embraced throughout the company and worldwide. Employees left positive online comments about various interpretations and personalized expressions of the brand. Moreover, Disney ABC received recognition from the Society for Human Resource Management.
Disney+
In addition to their rebranding efforts, Disney+ was developed to compete with similar video streaming services like Netflix, Hulu and Amazon Prime. They are similar in that they have a library of movies and TV shows to be watched anywhere, anytime and across a range of devices.
While Disney+ had less content at its launch than Netflix, Disney+ “reached 10 million sign-ups in just the first day,” writes Nicholas Jasinski in Barron’s.com. Disney+ has a massive archive of content and, according to Digital Trends, is the only place to see such new material as the upcoming Star Wars series, The Mandalorian, as well as Marvel Studios content and much more.
Stay tuned!