Animation Nation

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10 Things i learned from Disney

Young Walt Disney

Reference: Smith, Gourd, OutofmyGord, 10 Things i learned from Disney, http://www.outofmygord.com/archive/2010/03/15/10-Things-I-Learned-from-Disney-2–Values-are.aspx, geraadpleegd op 10-04-2012

Extract: “Walt Disney’s values were forged in the hardscrabble reality of Kansas City, growing up in a family led by a father that never was quite able to grab success by the tail. Walt was a deeply spiritual individual who held the importance of American and Family values above all else. He spent the rest of his life pursuing an ideal – that of clean wholesome family entertainment. Walt was scrupulous about it. I suspect the adult movies that are now released through Disney’s production arm, Touchstone Films, would have earned a disapproving frown from Walt. Yet of all the major studios, Disney is still the one synonymous with family entertainment.

Whether or not you agreed with Walt’s highly idealistic views, you had to admire the ardor with which he defended them. Walt felt that a corporation without real values was a soulless organization without direction. And his values still live in Disney’s corporate values today:

Values Make Our Brands Stand Out

* Innovation
o We follow a strong tradition of innovation.

* Quality
o We strive to follow a high standard of excellence.
o We maintain high-quality standards across all product categories.

* Community
o We create positive and inclusive ideas about families.
o We provide entertainment experiences for all generations to share.

* Storytelling
o Every product tells a story.
o Timeless and engaging stories delight and inspire.

* Optimism
o At The Walt Disney Company, entertainment is about hope, aspiration and positive resolutions.

* Decency
o We honor and respect the trust people place in us.
o Our fun is about laughing at our experiences and ourselves. ”

Commentary: From the beginning Walt Disney wanted to create a brand image fitting for his entire company. Remember we are talking about the 30’s when all of this happened. Companies were only thinking about the product and definitly not about customer service or brand images. But Walt figuered quite early the value of this. The movies, the products but later also the theme park and its staff, al must be able to tell and express the values and storys of Disney. Walt Disney even whent so far to deny employees with facial hair to work for the company. He wanted his workers to tell the story of a perfect and balenced family feeling and nothing must interupt that. If you look at the core values of Disney you see a couple of things that stand out, for instance the line: ” We strive to follow a high standard of excellence.” Of course you can think: ‘sure every company is thriving this’ but as you can see of the moustache example, Walt Disney was really trying to push it that far. You can also see that in the value: ‘We honor and respect the trust people place in us.’

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