Why Is Pixar's Brand So Successful


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Learn How to Create 3D Animations Like Pixar and Dreamworks in the Next 2 Hours or Less, Just Get Start Here: http://345.tw/287e1

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Why Is Pixar's Brand So Successful

  1. 1. Pixars brand in animated movies is successful because they simply have strong content and theyhave high barriers of entry that a potential competitor has not been able to overcome. Pixar is theanimated movie wing of the Walt Disney Corporation. Each of its 14 movies has been verysuccessful in terms of box office revenue and many of its movies have been nominated for Oscarconsideration. I love their movies, as do many adults. Pixar is one of the top brands in media.They make animated movies that are a hit with kids, but their story lines have a lot of substancefor adults.Recently, I attended one of their movies for leisure. I couldnt help but mix business with pleasure.As the movie was progressing, I began to think about Pixars brand and how it is put together. Inthe business press, Pixar is well thought of. It has a solid reputation in business and marketingcircles. I observed the audience. The audience was made up of both kids and adults.Sure, Pixars movies are animated. This genre is attractive to kids. Thats why kids go. However, Iam an adult, and Pixar has created a brand with me. I was very expectant of the date of therelease of the movie that I attended. Pixars movies have a brand with adults as well as kids.As a general rule, I have come to the conclusion that a company should never market to just onegroup. This has made me think about Pixars branding strategy. A marketer wants as broad anaudience has he can get, but a brand should never targeted for "everyone."In observing, Pixar I have come to the conclusion that there is an exception to every rule and Pixaris the exception to the branding rule which says that products should be targeted.Pixar is something like the Model T in 1908. Henry Ford did a brilliant job of marketing andbranding his car. The Model T was directed to everyone because virtually every American wanteda car, and there werent good alternatives. In 1908, there was a small middle class. In our nation,in 1908, most people were struggling financially. Low cost was the most important factor in any carbrand in 1908. The Model T could do this. The Model T was a unique brand in a unique time in ourhistory. Pixar is the same way.Pixars movies have a great story lines, and they have immersive computer aided technology.Pixar movies are an overwhelming content for adults to watch. The quality of its content and thecapital that is needed to make and market these movies creates a huge barrier to entry. I dont seehow the brand could be varied ---an animated movie is an animated movie. Perhaps anothermovie house at some point will create an umbrella brand ---create two renditions of the samebrand. The way this would happen is that if some movies were made just for kids, and anothergroup of movies would be designed with adult themes and be obviously created for just adults. AGeneral Motors model for branding in animated movies.In addition to the high barriers of capital, Pixar is also well run. Pixar has 3 overriding principlesthat it uses in creating great movies. Everyone must have the freedom to communicate witheveryone. There has to be an environment in which it is safe for everyone to offer ideas. At Pixarthere is an attitude that there is no idea that is not to outlandish. The creators of the content forPixars movies stay close to the academic community. Pixar is located in the Los Angeles area. Itis located near technology houses, such as the lab at USC, that do game changing technology in
  2. 2. the area of game technology.Dean Hambletondnhambleton@gmail.comAbout this AuthorThere is no copyright to my work. If you feel that I can help your organization further, pleasecontact me at dnhambleton@gmail.comArticle Source:http://EzineArticles.com/?expert=Dean_Hambleton==== ====Learn How to Create 3D Animations Like Pixar and Dreamworks in the Next 2 Hours or Less, JustGet Start Here:http://345.tw/287e1==== ====