Brand strategists James Gilmore and Joseph Pine wonder what shows like "Desperate Housewives," "Dirty Sexy Money" and "Grey's Anatomy" are doing on the ABC television network, owned by
family-friendly Walt Disney Co.
To reach peak performance, brands must be consistent and true to self, say the duo, who wrote the landmark book "Authenticity." Since Disney's
purchase of ABC in 1995, the network's programming has become racier, instead of transitioning to family fare.
For brand consistency, Disney would be better off buying networks such
as Nickelodeon. Now it should jettison ABC and keep ESPN, the "jewel in the Cap Cities crown." Many parents "view Disney as turning its back on its heritage. It's no longer [a consistent] stager of
family experiences," say Pine and Gilmore.
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