I’ve been doing some research on Disney for one of my clients.
Here are some interesting observations I found:
Disney's "content marketing" strategy goes in reverse compared to most brands. Meaning, where most brands start with a physical product and then build a story around it in the form of "content marketing," companies like Disney do exactly the opposite. They create a brand story - a movie - and then build products around that story.
This is how Disney introduces themselves in the Japanese corporate profile:
Disney is special entertainment with heart.