Business News: Bob Iger and The Magic of Disney Create Lifetime Loyalty

Details

Category: Business/Financial News

Published on Monday, 05 January 2015 09:31

Written by Janet Walker

Bob Iger, Disney's Chairman of the Board, has a new toy. His acquisition of the Star Wars franchise brought a treasure trove of exciting new gadgets which will soon be available to the masses. For now, he gets the toys all to himself.

The Star Wars purchase, from George Lucas, in 2012, is not the only acquisition that enlarged Disney's reach beyond Mickey and Minnie and a generational concept of what the Magic Kingdom represent. Iger also had the foresight to secure Pixar and Marvel adding three of the entertainment industry's greatest storytelling companies complimenting the reach, ability and imagination of the Walt Disney brands.

Iger, Chairman and Chief Executive Officer, it seems, has a lifetime brand vision that takes the Disney brand from the baby and toddler demographic to those who whisper their appreciation of Marvel's newest superhero risking scorn as middle age is supposed to diminish the desire for escapism or the respect of powerhouse CEO's who look at the 63 year old leader with a twinge of jealousy.

The lifetime span of the Disney Brands is the new Disney. Under Iger's tutelage Disney will be a tech-lover's home, a challenge to the teen techhie, happiness to the Disney baby, fantasy to the princess and envy for the adult who secretly sees himself in Marvel's Superhero's. 

Fantasy, the Magic of Disney, is what they do best and Iger is all about spreading the vision.

A mainstay of Walt Disney's original philosophy, and the common denominator between the brands that has endured throughout the years, is the freedom to have fun.

To escape through the magic of motion pictures, animation, the antics of early cartoons, Donald Duck, Mickey and Minnie Mouse to the thrill of Tony Stark and Marvel Superhero's is the same philosophy that continues to increase the opportunities for all, not only families, to be a part of the new Disney generation.

He is also the first to give credit where it is due. He chooses the best; most innovated and trust these industry leaders to complete the task. Should they not, he has been known to move quickly to stop the bleed.

FORTUNE magazine recently featured the innovated CEO with the refurbished rendering of the original Star War's Millennium Falcon giving readers a glimpse of the future tent pole upcoming for Summer 2015.

 As a visionary, he has a threefold mission. Strategically his designs for The Walt Disney Company focuses on fundamental stakes that include generating the best creative content possible; a belief that technology matter and pairing that with innovation and the latest technology; and expanding into new markets.

Disney's many divisions essentially for those who are not familiar with the structure is like a pyramid and as it narrows those responsible for the wider base are fewer and at the top, where Iger sits, the responsibility falls on him and the few he hires to oversee the Kingdom of which he has been given stewardship.

The board believes in him as his wins continue to drive stock prices higher. Disney closed out 2014 with a high of $95.50 per share and a year range of $69.85 (March 2014)  to $95.93 (December 2014). Disney stock is at the highest it has been and Iger is the man to thank.

The second part of Disney mission is ensuring the brand is available across all demographics which is a directive that comes from the top and spreads across the divisions.

Films of course are a part of the equation as are consumer products which ask any mom who ventures into a Wal-Mart superstore with more than 300foot of shelf space, the aisle displays are a momentary escape into the Magic Kingdom. The simple trip creates nostalgia for the parent and anchors the tinniest Disney Princess or Superhero.

Thirdly the belief that technology matters, which is quickly becoming a core principal of many corporations has become a cornerstone as Disney continues to embrace new technology, which has made them an industry leader through its creative content offerings across new and emerging platforms.

Considered safe stock the Walt Disney board recently extended his contract through 2018.