Anyone who has ever been in a position of power will tell you
that those who are not always think they can "�wag the dog"�.

For those of you who don"t know what the term "�wag the dog"�
means here"s a definition. A dog has a tail. The dog, being the
ruler of the dog body, wags its tail. You see the tail which may
distract from the dog since it is the tail that is moving. It"s
also apparent that the tail is important. After all, it"s
putting on a show.

However, the tail is still part of (and subservient to) the dog.
It is totally foolish for the tail to think that it can wag the
dog. So the dog needs the tail to put on the show but without
the dog, the tail wouldn"t exist at all.

Would the dog die without the tail? No. But many times "�tails"�
get overly caught up in their show. They forget what their power
depends on. They forget where they came from. They think that
they can wag the dog. And so it is with Pixar.

I love Pixar. I love Disney.

Pixar needs to take serious heed to their position. The Disney
marketing machine is perhaps the most formidable entertainment
marketing machine to ever exist. As a veteran and natural
marketer, I routinely marvel at its power and comprehensiveness.
It is truly a thing of beauty. An ideal example to any marketer
no matter how experienced.

Now you may be familiar with the expression "�If you build a
better mousetrap, the world will beat a path to your door."� As
one who markets and sells many products I can tell you that
statement is completely false.

People care more about your marketing and your delivery system
than the quality of your product. Don"t believe me? Check this
out then.

Think of the best hamburger you have ever had in your life. Now
ask yourself if it was better than a McDonald"s hamburger. I"ll
bet you it was.

Now ask yourself if the place you had that great hamburger sells
more hamburgers than McDonald"s. I"ll bet you they don"t.

So why does McDonald"s sell more hamburgers than a thousand
places that make a better hamburger? Answer: they have a
marketing and delivery machine second to none.

And so does Disney.

Consider the Disney machine if you"re not familiar with it:

Television "� The Disney Channel (1 & 2); ESPN; ABC; Toon Disney;
Radio Disney "� nationwide radio network Theme Parks "� Disney
World; Disneyland; Disneyland Paris; Disneyland Tokyo; Disney
Cruise Line The Disney Store "� chain in every major mall in the
US and the world

Every product or event that Disney wants to promote is
disseminated continually throughout this entire network with no
holes barred.

And all these Disney marketing machine parts have the Disney
brand, known, loved & followed by billions around the world.

So Mr. Jobs, put your pride & greed aside and consider what you
would really be giving up if you left Disney. If you need more
ammunition for your stockholders note the following:

Even the mighty Steven Spielberg, David Geffen & former Disney
chief Jeffery Katzenberg have not been able to beat the Disney
machine. This despite the fact that Steven Spielberg is perhaps
one of the greatest creative talents to ever walk the face of
the earth and has a genuine Midas touch with films. Even with
this superior talent, the SKG combo has not been able to beat
the Disney machine.

And let"s not forget the tanking of the Antz and Chicken Run
movies, their spectacular casts notwithstanding (Mel Gibson,
Jennifer Lopez, Sharon Stone, Danny Glover). Plus their
merchandising (area of great and essential profits) performed
even worse.

So to all our readers out there, don"t ever make the mistake of
thinking that because your product is great, you"ll sell tons
and be a marketing success. The key to success is having a
comprehensive marketing machine and a consistent delivery
machine. These parts need to work cohesively and cover as many
avenues as possible.

And for those of you who have a strong partner, owner or the
like, don"t try to wag the dog.

--------- Toli Cefail

About the author:
Toli Cefail has been a marketing professional for more than 20
years in addition to having a strong administrative and
regulatory background. She has overseen the marketing, growth,
legal and regulatory affairs for a $25 million
telecommunications firm that became a top provider of
specialized telecommunications services against competitors such
as AT&T, MCI, Sprint and the Baby Bells.

This involved establishing, coordinating and managing regu

Author : Toli Cefail
Site : www.goarticles.com

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