This '50s Flowchart Reveals Disney's Strategy for Corporate Domination
How did Disney get to be one of the biggest media companies in the world? One word: franchises. This flowchart from 1957 shows Disney’s strategy for corporate growth—a.k.a., how the company rakes in the dough. The answer? Disney, everywhere. In the movie theater, on your TV, on your radio, on your vacation, in your newspaper comic section.
Almost 50 years later, this kind of thinking still works—that's why they'll be milking Elsa and “Let it Go” for years, via every platform imaginable.
The films provide the characters, the music promotes them, the parks sell the merchandise based on them, and it all funnels back into a dizzying maze of Disney fandom. Some of the labels might have changed (16 mm films are no longer very relevant to the company’s strategy), but the underlying concept is the same. All the branches of the Disney tree promote each other, from Disney Channel stars launching music careers to Disneyland selling posters that remind kids they want to see Frozen yet another time.