The Pixar brand is successful in animated films because they have just strong content and they have high entry barriers that a potential competitor could not overcome. Pixar is an animated movie wing of the Walt Disney Corporation. Each of the 14 films was very successful in terms of revenues from the rental, and many of his films were nominated for an Oscar. I like their movies, like many adults. Pixar is one of the top brands in the media. They make animated films that amaze children, but their storylines have much in common with adults.
I recently visited one of my films for a holiday. I could not mix business with pleasure. As the film progressed, I began to think about the Pixar brand and how it develops. In the business press, Pixar is well thought out. He has a solid reputation in business and marketing circles. I watched the audience. The audience consisted of children and adults.
Of course, Pixar movies are animated. This genre is attractive for children. That's why the kids go. However, I'm an adult, and Pixar has created a brand with me. I very much expected the release date of the film in which I was present. Pixar films have a brand with adults as well as children.
As a rule, I came to the conclusion that a company should never sell only one group. It made me think about the Pixar branding strategy. The marketer wants a wide audience to get it, but the brand should never target “everyone.”
Observing Pixar, I came to the conclusion that there is an exception to every rule, and Pixar is an exception to the branding rule, which states that products should be targeted.
Pixar is something like the T model in 1908. Henry Ford did a brilliant job of marketing and branding his car. Model T was aimed at everyone, because automatically every American wanted a car, and there were no good alternatives. In 1908 there was a small middle class. In our country, in 1908, most people fought financially. Low cost was the most important factor in any car brand in 1908. Model T could do this. Model T was a unique brand in a unique time in our history. Pixar is the same.
Pixar films have great storylines, and they have exciting technology using a computer. Pixar films are overwhelming adult content to watch. The quality of its content and the capital required to create and sell these films create a huge barrier to entry. I do not see how the brand can be changed. An animated movie is an animated movie. Perhaps another cinema at some point will create an umbrella brand --- create two versions of the same brand. How this will happen is that if some films were made only for children, another group of films would be designed with adult themes and clearly made for adults. Model General Motors for branding in animated films.
In addition to high capital barriers, Pixar also works well. Pixar has 3 basic principles that it uses to create great movies. Everyone should have the freedom to communicate with everyone. There must be an environment in which everyone can come up with ideas. Pixar has an attitude that there is no idea not to be outlandish. Content creators for Pixar films stay close to the academic community. Pixar is located in the Los Angeles area. It is located next to technology houses, such as the USC lab, which use gaming technology to change games technology.
Dean Hambleton
dnhambleton@gmail.com
