Overview: Product & Brand Strategy
“Changing the Face Of The Company”
Challenge: Disney was going through a serious makeover on its website from HTML to Flash technology. I was brought in to help launch the website, but found that the overall architecture, technology, branding and messaging was severely fractured. CEO Bob Iger had announced its’ launch at CES and in the New York Times well before its launch date leaving the team with a serious time crunch.
Results: During the initial audit, I discovered several factors that prevented the company from launching on time. Even worse, I found that many of the key stakeholders did not know how they could contribute to an efficient launch. I single handedly developed a brand, design, messaging and technology playbook that guided everyone within the team to work together efficiently. I also worked directly with the development team as a liaison to resolve any outstanding issues that would otherwise cripple the launch. The Disney.com website launched without a hitch, leading to several awards. The company, Disney, experienced an overall annual lift in net revenue totally $1.3B. I supported the ad-sales team, creating brand and marketing strategies that resulted in several hundred millions in partnerships.