Tuesday, December 14, 2010

Disney - Mission Statement

I have a love/hate relationship with Disney.  I really disapprove of what they're trying to do with copyright law, but I also loved visiting Disneyland as a child and generally speaking, I think of Disney as Big Fun.

One of the things I like most is that the Disney experience is all-encompassing.  If you visit a theme park, you'll note that every detail is meticulously looked after.  Everything from the cobblestones to the water fountains is considered.  I love that.  It allows me to get completely lost in the experience, leave the real world behind, and tap into being a kid.

You pay a pretty price for that of course, but that's no different from any other kind of escapism.  And heck, escaping to being a kid again and having fun?  Yes please!  So much healthier for the psyche than other types of fun I could go into.

Disney's mission statement is:

"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."

I actually disagree a bit with that "Disney as a leading producer of information" part.  Their stance on copyright is kind of at odds with that aim.  They certainly have an educational component, but entertainment vastly outstrips it.

However, I do think "creative, innovative, and profitable" sums up Disney very, very well.  Who they want to be is very much in keeping with who they are, and that's translated into big dividends for them.

But don't take my word for it.  What do you think?

Emblemist: Yes
Readers: ?


  1. Mission statements (also called vision statements) are chiefly aimed at investors and tend to have a focus on capital. That isn't necessarily a bad thing, but that is something altogether different from a company's values or culture.

  2. What I'm trying to gauge is whether or not brands deliver on their brand promise.

    I would argue that a mission statement needs to be applicable to both investors and customers, even if there's some amount differentiation. You should be able to tell me why your business is useful, profitable, and worthwhile in one statement. In Disney's example, Creative, innovative, and profitable applies to both groups, with profitable being the only tricky wicket in the group.

    Now, their "culture" is a different beast. Ideally, their mission statement would inform their culture, but I'm sure you could argue that Disney's might not. They're the Happiest Place on Earth, but not necessarily to those they've slighted by the copyright debacle, or those who are offended (and rightly so) by some of their racist stereotypes and backwards perspectives.