Minny Mouse to Wed Iron Man
Disney just acquired Marvel. From a branding perspective, these are two very different companies and Disney would be well advised to keep them separate in the minds of the public.
Disney is about providing wholesome fantasy and magical family entertainment. Marvel has succeeded largely by appealing to young men’s desire for realism, grittiness and violence.
Disney’s target focus is children and teens (along with their parents). Marvel’s core audience, “fanboys,” is largely comprised of young men in their teens, 20’s and 30’s, whose attraction to graphic comics stems precisely from their desire to reach beyond wholesome, plain vanilla, story telling.
To date, Disney has been smart about managing their portfolio of companies, ensuring that the Disney name, other than to investors, never be associated with properties that don’t mirror Disney’s finely honed brand image. For example, Disney used to own Miramax, creator of arty, sometimes dark and violent, films, but wisely let them operate independently.
Like other companies in its extended family, including Touchstone Pictures, ESPN and ABC, The Walt Disney Company should treat Marvel as a separate master brand, respecting its difference and unique form of magical entertainment. Because you just know that Minny Mouse and Iron Man shouldn’t be sharing the same bed at night.
