Disney & Pixar - Can Pixar Wag The Dog?

Disney & Pixar - Can Pixar Wag The Dog? [disney pixar cartoon]
By Toli Cefail, Sat Dec 10th


Anyone who has ever been in a position of power will tell youthat those who are not always think they can “wag the dog”.

For those of you who don’t know what the term “wag the dog”means here’s a definition. A dog has a tail. The dog, being theruler of the dog body, wags its tail. You see the tail which maydistract from the dog since it is the tail that is moving. It’salso apparent that the tail is important. After all, it’sputting on a show.

However, the tail is still part of (and subservient to) the dog.It is totally foolish for the tail to think that it can wag thedog. So the dog needs the tail to put on the show but withoutthe dog, the tail wouldn’t exist at all. [disney pixar cartoon]



Would the dog die without the tail? No. But many times “tails”get overly caught up in their show. They forget what their powerdepends on. They forget where they came from. They think thatthey can wag the dog. And so it is with Pixar.

I love Pixar. I love Disney.

Pixar needs to take serious heed to their position. The Disneymarketing machine is perhaps the most formidable entertainmentmarketing machine to ever exist. As a veteran and naturalmarketer, I routinely marvel at its power and comprehensiveness.It is truly a thing of beauty. An ideal example to any marketerno matter how experienced.

Now you may be familiar with the expression “If you build abetter mousetrap, the world will beat a path to your door.” Asone who markets and sells many products I can tell you thatstatement is completely false.

People care more about your marketing and your delivery systemthan the quality of your product. Don’t believe me? Check thisout then.

Think of the best hamburger you have ever had in your life. Nowask yourself if it was better than a McDonald’s hamburger. I’llbet you it was.

Now ask yourself if the place you had that great hamburger sellsmore hamburgers than McDonald’s. I’ll bet you they don’t.

So why does McDonald’s sell more hamburgers than a thousandplaces that make a better hamburger? Answer: they have amarketing and delivery machine second to none.

And so does Disney.[disney pixar cartoon]

Consider the Disney machine if you’re not familiar


with it:

Television – The Disney Channel (1 & 2); ESPN; ABC; Toon Disney;Radio Disney – nationwide radio network Theme Parks – DisneyWorld; Disneyland; Disneyland Paris; Disneyland Tokyo; DisneyCruise Line The Disney Store – chain in every major mall in theUS and the world

Every product or event that Disney wants to promote isdisseminated continually throughout this entire network with noholes barred.

And all these Disney marketing machine parts have the Disneybrand, known, loved & followed by billions around the world.

So Mr. Jobs, put your pride & greed aside and consider what youwould really be giving up if you left Disney. If you need moreammunition for your stockholders note the following:

Even the mighty Steven Spielberg, David Geffen & former Disneychief Jeffery Katzenberg have not been able to beat the Disneymachine. This despite the fact that Steven Spielberg is perhapsone of the greatest creative talents to ever walk the face ofthe earth and has a genuine Midas touch with films. Even withthis superior talent, the SKG combo has not been able to beatthe Disney machine.

And let’s not forget the tanking of the Antz and Chicken Runmovies, their spectacular casts notwithstanding (Mel Gibson,Jennifer Lopez, Sharon Stone, Danny Glover). Plus theirmerchandising (area of great and essential profits) performedeven worse.

So to all our readers out there, don’t ever make the mistake ofthinking that because your product is great, you’ll sell tonsand be a marketing success. The key to success is having acomprehensive marketing machine and a consistent deliverymachine. These parts need to work cohesively and cover as manyavenues as possible.

And for those of you who have a strong partner, owner or thelike, don’t try to wag the dog.

--------- Toli Cefail


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About the author:Toli Cefail has been a marketing professional for more than 20years in addition to having a strong administrative andregulatory background. She has overseen the marketing, growth,legal and regulatory affairs for a $25 milliontelecommunications firm that became a top provider ofspecialized telecommunications services against competitors suchas AT&T, MCI, Sprint and the Baby Bells.

This involved establishing, coordinating and managing regu

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