(Read Part 1 of our series on mascots here)
From Cinderella to Buzz Lightyear, Donald Duck to Lightning McQueen, Disney has been the birthplace of some of the world’s most loved animated characters of all time. However, even after all these years, the character we associate most with Disney is Mickey Mouse. This 2’3” powerhouse has been trudging along valiantly since the past 87 years – having fun, making mistakes, yet moving ahead (like most of us, isn’t it?). These human attributes have enabled Mickey Mouse gain a certain timeless appeal, and connect with audiences beyond the boundaries of language, region & culture.
From the time Aamir Khan hit the screens with this ad, he has had brand owners eating out of his hands for his unique combination of acting talent, mass appeal and squeaky-clean reputation. Over the last 27 years, India has come to know – and love – the man as an actor, director, producer, humanitarian, and host of a life-changing (for many) television talk show, Satyamev Jayate, that garnered 1.5 billion overall impressions online.
When watch-maker Bulova ran the first-ever TV commercial on July 1, 1941, they spent anywhere between $4 and $9 (per varying accounts) for the 10-seconder. The ad played across 4,000 TV sets in New York, and, it can safely be said, was seen by every single person who had his TV on at the time.
74 years on, a lot has changed.
Each year, WPP-owned Millward Brown publishes ‘BrandZ™ Top 100 Most Valuable Global Brands 2015’, a survey of the 100 most valuable brands in the world. Companies are valued and ranked not just on the basis of financial performance (the traditionally accepted way of valuing companies), but also on the basis of feedback from over three million consumers in 50+ markets – adding an interesting, supposedly intangible component to the survey.