As I’ve said before in more detail, credibility crumbles when there’s conflict between what you are saying and who you are being.
Case in point: Earlier this week, Disney announced that Mickey Mouse would be receiving an extreme makeover. The upcoming Nintendo video game, “Epic Mickey,” will feature a more “mischievous” Mickey.
Umm… maybe its just me, but the Mickey Mouse above looks rabid, evil and angry – not mischievous.
And although an edgier Mickey is reminiscent of Walt Disney’s first interpretation of the cartoon mouse, when he first debuted in “Steamboat Willie” in 1928, the character’s new direction is anything but family-friendly.
Consider the following core values taken directly from Disney’s website:
“From the beginning, starting with Walt Disney, we have had five things that make me proud to be part of this Company: high-quality products, optimism for the future, great storytelling, an emphasis on family entertainment and great talent, passion and dedication from our Cast Members.” - Marty Sklar, Vice Chairman and Principal Creative Executive
• At The Walt Disney Company, entertainment is about hope, aspiration and positive resolutions.
• We create positive and inclusive ideas about families.
• Timeless and engaging stories delight and inspire.
As you can see, Mickey’s new image is in direct conflict with Disney’s core values of providing family entertainment that inspires hope, aspiration and positive resolutions.
I know, I know. Disney wants to expand its business by appealing to wider audience – the early adolescent crowd. I get it.
And no, there’s certainly nothing wrong with updating with your products or services so long as you don’t compromise your values. But let’s face it, Mickey’s overhaul is a dicey proposition for Disney. The company risks forever tainting the character’s image and damaging its credibility with families.
The key takeaway is this: Align your core values before making any changes to your company’s image, products or services. Your credibility depends on it.
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November 6th, 2009 at 8:29 AM
Tom, great post as usual. Perhaps it is the politician in me, but all of your advice applies perfectly to campaigns, too. Ever thought about going into political consulting?
November 6th, 2009 at 8:35 AM
I have to wonder if Disney took a long, hard look at their core values before making this decision. Giving them the benefit of the doubt – let’s say they did, and think it’s worth the risk – I then have to wonder if they actually thought about sticking with their decision for the long haul. My guess would be they didn’t. Too many decisions like this are made without thinking about possible crisis control down the road. Not to mention unfixable brand damage.
November 6th, 2009 at 8:56 AM
Phil: Lol. I have a friend already in that arena. Let’s just say I’ll leave political consulting up to him. Thanks for your comments.
Michele: You’re right, if things start off rocky, Disney probably won’t stand by its decision and the flip-flopping signals will further damage the company’s credibility.
November 7th, 2009 at 8:43 AM
I think they should name the game”Hell Fire Mickey’….LOL Sometimes Disney just isn’t the Disney we grew up on…but that is just how I feel. Thanks for the great post.