Pixar: The Power of Brand Equity
Scene:
It is kid's movie night. You're bracing for the storm.
Prepare for, at best—a 90 minute time sink of what could have been a great evening; at worst—a $90 money sink at the theater. Regardless, it is likely your faith in humanity will be completely destroyed by the experience. None should be subjected to this.
However, there is one exception.
Pixar.
More specifically- anything Pixar.
The studio delivers such high quality that, regarding any upcoming release, we anticipate a masterpiece with themes transcending the children’s film genre. Or any film genre, for that matter. Pixar has rightfully earned this reputation.
Brand equity:
“The commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself”.
Case Study.
The first draft of Toy Story 2 was written for direct-to-video production. The script was too short for feature-length release, with attempts to lengthen the script unsuccessful. Extensive rewrites ensued.
Pixar would not compromise.
Pixar got to work on the updated version. With nine months till deadline, the team watched Toy Story 2’s development reels.
The film still wasn’t working.
Pixar would not compromise.
Pixar informed Disney the film would not make deadline. All or nothing—no concessions made for mediocrity. Pixar would not compromise. Disney held legal precedent for the film’s completion date through contractual obligations with product licensees and marketers. The film must be done in 9 months.
Two options for Pixar: Deliver a product they didn’t believe in, or achieve the impossible: deliver a product—done to their exemplary standards—in only nine months. In moviemaking, this is a nearly impossible feat.
Pixar would not compromise.
They bet on themselves to create a film worthy of their brand identity. For nine months the team worked relentlessly to make deadline.
The final product arrived on schedule.
The result? Only 3 children’s films have earned 100% collective critic scores:
Pinocchio
Mary Poppins
(Appropriately) Toy Story 1
Three children’s films. Three, ever.
Toy Story II: 100% critic score, earning a rightful place in the pantheon of greatest children’s films of all time. An historic achievement.
The leadership lesson is this.
What is your organization’s identity? Your brand? Your culture; your reputation? What do your clients say about you? Your competition? Your colleagues?
Are you willing—or unwilling—to compromise quality in the face of adverse circumstances?
Do you live the values you espouse—are they evident in everything you do?
Compromise nothing, ever. Earn it.
Embrace the challenges of making your organization the most prestigious in your field.
Yes, it’s kid’s movie night. But this one will be different. It’s a Pixar movie. The Incredibles 2, as of this writing, premieres soon. I know nothing of it.
I have not seen it. Regardless, I can provide a review:
I know it will be exceptional. After all, it’s Pixar. I know my children will leave the theater smiling—as will I.
Pixar delivers quality. Every film, every time. Pixar’s brand equity lets viewers know, that out of a wasteland of children’s films, this will be an exceptional experience.
Do not compromise quality, ever. Pixar has earned the prestige given.
I challenge you to do the same.
Mark Joseph Huckabee
