CMGT551 Brand Platform ReviewYasuko Yui

Brand Statement- “When you come up with a mission statement, you come

up with an answer, and an answer is the wrong place to start a discussion” - Ed Catmull, Co-Founder of Pixar (Negroni, n.d.)

- Brand identification: Luxo Jr., the little lamp (“Our Story,” n.d.)

(Blalbla, 2019)(“Pixar closes its Vancouver studio, 2018)

Attributes- American computer-animation studio based in Emeryville,

California (“Pixar,” n.d.)

(“Our Story,” n.d.)

Distribution Platform- Exclusively on Disney+ (“Disney+,” n.d.)

- Launched on Nov 12, 2019 in US- $6.99/mth, $69.99/yr- Huge library of content

- Now available in Western Europe & Asia-Pacific regions (Spangler, 2019)

Target Audience- “When you make a film aimed at an audience or a

demographic, you are making the insane claim that you have the ability to read minds” - Craig Good, Pixar employee (“What makes Pixar’s movies exceptional?,” n.d.)

- Audience- Young adults - adults (18-44)- All gender, global- Income < $50K- Core fans

(Young, n.d.)

Strengths- Strong brand equity (Gawde, 2016)

- Brand Identity: CGI animated films - Brand Meaning: memorable

characters + heartwarming stories - Brand Response: shared feeling of

happiness, warmth, nostalgia + positive reviews

- Resonance: emotional attachment

(D, 2016)

Strengths- Makes high-commercial-risk films (Webb, 2016)

- Continues to challenge + experiment with creativity

(Corliss, 2017) (Wilkinson, 2017)

Challenges- Catching up with technological advancement (Webb, 2016)- VS. Illumination Entertainment (Donaldson, 2019)

(“All Illumination movies ranked,” n.d.)

Current State of Brand- Onward: critics score 88%, audience score 95%- Higher rating score than Disney? (Brigagao, 2020)

(Donaldson, 2019)

Key Timing of Launches

ReferencesAll Illumination movies ranked. (n.d.). [Image]. Rotten Tomatoes.

https://editorial.rottentomatoes.com/guide/all-illumination-movies-ranked/Blalbla, L. [Lukas blalbla]. (2009, July 31). Pixar Animation- Luxo Jr. [Video]. Youtube.

https://www.youtube.com/watch?v=D4NPQ8mfKU0Brigagao, C. (2020, May 26). Research finds Pixar is actually better than Disney animation.

Inside The Magic. https://insidethemagic.net/2020/05/pixar-disney-animation-cb1/Corliss, R. (2007, June 7). Savoring Pixar's Ratatouille. [Image]. Time. Retrieved from

http://content.time.com/time/subscriber/article/0,33009,1630548,00.htmlD, D. (2016, April 8). Steal this Pixar technique to increase your conversions. Thrive Themes.

https://thrivethemes.com/connect-with-your-audience/Disney+. (n.d.). In Wikipedia. Retrieved September 16, 2020, from

https://en.wikipedia.org/wiki/Disney%2BDonaldson, K. (2020, April 9). How Disney+ saved Pixar's Onward from being a flop.

https://screenrant.com/onward-movie-pixar-disney-plus-popularity/Gawde, J. (2016, April 6). Brand audit - Pixar. Slide Share.

https://www.slideshare.net/jaysjaws/brand-audit-pixar

ReferencesMcNary, D. (2020, March 7). Box office: Pixar’s ‘Onward’ conjuring $40 million in North

American opening. Variety. https://variety.com/2020/film/news/box-office-onward-pixar-way-back-invisible-1203526922/

Negroni, J. (n.d.). Why Pixar doesn’t have a ‘mission statement.’ Jon Negroni. https://jonnegroni.com/2018/09/14/why-pixar-mission-statement/

Our story. (n.d.). Pixar. https://www.pixar.com/our-story-pixar

Palmer, R. (2020, September 9). Pixar’s “Soul” might head straight to Disney+. What’s On Disney Plus. https://whatsondisneyplus.com/pixars-soul-might-head-straight-to-disney/

Pixar. (n.d.). In Wikipedia. Retrieved September 16, 2020, fromhttps://en.wikipedia.org/wiki/Pixar

Pixar closes its Vancouver studio. (2013, October 8). The Global News. https://globalnews.ca/news/891237/pixar-closes-its-vancouver-studio/

Spangler, T. (2019, April 11). Disney+ to launch in November, priced at $6.99 monthly. Variety. https://variety.com/2019/digital/news/disney-plus-streaming-launch-date-pricing-1203187007/

ReferencesThilk, C. (2020, March 6). Onward - Marketing recap. Cinematic Slant.

https://cinematicslant.com/2020/03/06/onward-marketing-recap/Webb, A. (2016, March 29). Staying one step ahead at Pixar: An interview with Ed Catmull.

McKinsey Quarterly. https://www.mckinsey.com/business-functions/organization/our-insights/staying-one-step-ahead-at-pixar-an-interview-with-ed-catmull#

What makes Pixar’s movies exceptional? (n.d.). Slate. https://slate.com/human-interest/2017/04/what-makes-pixars-movies-exceptional.html

Wilkinson, A. (2017, June 3). Now is the time to revisit Wall-E, perhaps the finest environmental film of the past decade. [Image]. Vox. https://www.vox.com/culture/2017/6/3/15728220/wall-e-pixar-environmentalist-movie-of-week-paris-accord

Young, L. (n.d.). Who’s looking for Dory? A profile of people interested in Pixar movies. [Image]. Quantcast. Retrieved from

https://www.quantcast.com/blog/whos-looking-for-dory/