Building brands like Pixar makes movies

This article considers what marketers can learn from the ideas, characters and storytellers of Disney-Pixar.

Building brands like Pixar makes movies

Peter Fisk

Pixar is an amazing business. Built on imagination and creativity, it harnesses the potential of digital technologies to create the most engaging characters and films. Peter Fisk explores a new world of branding and considers what marketers can learn

From Apple to Bacardi, Cemex to Desigual, Expedia to Facebook, Gucci to Hershey's, the most successful brands have bigger ambitions. They recognise the wider impact they can have on customers and society, rather than just communicating relevance and difference at the point of sale. They define what they enable, rather than what they are. In fact, they are more than communication tools. They give business purpose, shared with customers. They give people confidence, bring people together, and enable them to achieve more. They make life better.

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