Walt Disney Company

As a child, I remember watching Mickey Mouse before I left for my kindergarten class. Every time I watched it, there was a feeling of connection, as if every cell in my body played along with the emotions of the Mickey Mouse episode that played on the TV screen. Over time, I was enchanted by how this affinity between myself and Mickey Mouse came about. This led to my investigation of the man who created it all, Walt Disney and the company he built, The Walt Disney Company.Before the world was introduced to Disneyland and Snow White and the seven dwarfs, Walt was rejected 300 times. Yet he pursued creating an animated feature film and a theme park like no other at a time when live-action and amusement parks captivated people.

When you watch Disney films, there is a visceral feeling which cannot be articulated in words. It touches the viewer deep down and is inexplicable. There is a connection not just with the story or characters but with the makers and creators. In every Disney film, there is a value to imbibe, which reflected what the company and its founder stood for. Their films were enjoyed by adults and kids alike. Parents could leave their kids watching a Disney episode without fear of being exposed to bad content.When you understand how Disney films are made, you are in awe of their process. The animators and illustrators make a bunch of drawings and play them in such a way that they appear to be in motion when they are just static images played at a fast pace. It is like a magician working in a factory. When these images come together they convey something magical and memorable.My inferences from understanding the Disney brand were — a good brand sticks to its values even in the face of adversaries. Another important ingredient is to be creative and original. Persevering an idea that is unproven despite rejection can yield great success. Being personal and touching people deep down was another secret sauce that made Disney one of the most loved brands in the world.

Apple

I have always had a fascination for technology. Fifty years ago, we could not have imagined talking to somebody some 5000 kilometres away. All of this has been made possible with the advent of the internet and personal computers. One of the notable personal computer is the iPhone. I remember my dad buying the iPad 2 in 2011, a few months after Steve Jobs had launched it. The iPad 2 was the first Apple product we owned. From FaceTime calls to browsing the web and a whole lot more stuff was done on the iPad. It was an incredible device that worked seamlessly. My dad’s positive experience with the iPad led to the addition of iPhone 6, Apple TV, MacBook Air, MacBook Pro, iPad 7 and recently the M1 iPad Pro (Also, subscription to all of Apple’s services). I was fascinated by how simple and easy to use these products appeared yet how powerful and innovative they were. My inquisitive nature led to my exploration of the creators of these incredible products that have changed millions of lives including mine.Steve Jobs had an aesthetic eye. He believed that the inside should be as good as the outside. Steve came back to Apple when it was in crisis. It was 90 days away from bankruptcy. At this time Apple launched a brand campaign with the help of marketing agency Chiat/Day titled “Think Different”. It showed what Apple stood for by conveying a message that the ones who change the world are the ones who don’t settle with reality and are crazy enough to think they can change the world or the round pegs in the square holes. The ad not just amplified the Apple brand but it also inspired people to be different. The campaign inspired me when I was in a dilemma to choose between conventional wisdom or taking the road not taken.

At the outset I learnt that making complex, simple is more effective than vice versa. Risking failure is more fruitful that guaranteed success. Taking the road not taken can be hard but perseverance will pay off. Brand is like a bank, every time you create a good experience for your consumers, it is like a deposit and every time you create a bad experience for your consumers it is like a withdrawal.“But one of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there.And you never meet the people, you never shake their hands, you never hear their story or tell them yours-but, somehow, in the act of making something with a great deal of care and love, something’s transmitted there.” — Steve Jobs

Nike

A couple of months ago, I purchased a pair of Nike sneakers. Previously I owned a pair of sneakers made by Puma. The shift to Nike happened when I came across an advertisement called — “You can’t stop us”. It showed athletes overcoming difficult situations with optimism and teamwork and people finding ways to stay active during the pandemic. The Ad inspired people to stay active and just do it rather than procrastinate.Between overs in a cricket match, there are a ton of ads played showcasing celebrities from film actors to star athletes who advocate products they don’t even use. On the contrary, Nike ads draw comparison between great and amateur athletes by showcasing both persevering to achieve greatness. In the process, they subtly marketed the Nike sneaker which was sported by the pro and amateur athlete. They never show how their air soles are better than Adidas’s, rather they honour great athletes like Michael Jordan, Tiger Woods and Roger Federer and they honour great athleticism. They show that not so long ago those great athletes were just like one of us so, all it takes is to find your greatness.

Upon learning about Nike, I understood that a great brand is honest and does not shy away from controversy, but rather uses them to its advantage. Identifying your brand with something you care about can be very powerful. Today, the Nike swoosh designed for $35 by graphic designer Carolyn Davidson, is iconic and recognisable even to a person living in a remote part of Africa. Showing how what you do impacts humanity for the better can be inspiring. Telling people the reasons for your existence is impactful.