Walt Disney is in the midst of significantly expanding its presence in Asia-Pacific. On top of its long-established entertainment offerings from movies to toys, Hong Kong Disneyland will open in about three years, making it the first Disney theme park in China.
It's anything but child's play, but for Lance Diaresco, Disney's regional director, corporate brand management, having fun and being creative are crucial to his job.
Even after five years in the role, Disney remains a big joy ride for Diaresco."I am always thrilled when I am with our live entertainment team.
Seeing the joy that the Disney characters bring to the children is fulfilling."
Understanding children and teenagers comes naturally to Diaresco. After graduating from a Jesuit university in the Philippines, followed by a marketing stint at Procter & Gamble, Diaresco wanted give to back to the community. "I taught creative writing in school and offered counseling which gave me the opportunity to understand children and teens better." Then he joined Colgate-Palmolive for four years.
While entertainment marketing might seem a world away from teaching, Diaresco credits the stint with sharpening his skills. "I never felt I left marketing because teaching requires understanding your audience.
Your lesson, like a product, should be relevant, adding real value to your students. How you make it engaging is the packaging."
Admittedly, it's far more complex with Disney given its numerous business lines - films, home entertainment, television, consumer products, publishing, interactive, internet, music, parks and resorts. As he sees it, Diaresco says his key responsibility in building Disney's corporate name is to maximise the long-term value of its brands and character franchises in Asia-Pacific. His team works collaboratively with all business divisions to ensure that the core brand values permeate in everything they do. "Everyone in the company is a brand steward. One of the things we did is to institutionalise a formal brand training programme. We believe that in order to be a good brand steward, you have to know the brand intimately.
"Enhancing the brand while retaining its core equities are vital to the long-term success of a company. In Disney, it is important that we not only meet consumers' expectations, but exceed them - by consistently delivering the core brand values such as fun, story-telling, innovation, quality, community and optimism." This, he says, helps Disney build deeper roots in Asia to ensure a growing revenue stream in the years ahead.
He's also revamped the brand management team to better support the divisions on strategic development of the different character franchises. "This facilitates a cohesive strategy in product development and marketing," says Diaresco, who has a broad geographical remit. Even with his wide canvas, Diaresco is quick to pinpoint the relationship differences each market has to Disney and its characters. Mickey is universally loved, while Winnie the Pooh is especially popular in Japan and Australia. The Disney Princess collection appeals to girls, while boys are huge fans of Donald, Tigger, Buzz and Woody.
What Disney has going for it is the trust the brand has established with families over the generations. "We see parents passing their love for Disney to their children. It's the true test of trust. This emotional connection will only deepen when Hong Kong Disneyland opens." It's also a love affair that crosses borders. Hong Kong's successful wooing of Disney has fired up its mainland counterparts to start another expensive courtship dance. If that happens, Mickey and company will be around to entertain generations to come.
DIARESCO: ON THE RECORD
Brand priorities
What gets measured, gets managed. Brand equity research is an important tool to leverage strengths in different markets and identify strategic brand priorities.
Character building
In order to build our rich portfolio of characters, we have to define what makes each of them relevant to different consumers but at the same time ensure there is a consistency in product development and marketing.
Theme attractions
Our theme parks are one of the quintessential Disney experiences because it's like immersing yourself in a Disney story where the characters come to life.
Field of learning
Children can learn moral values, and about good and evil. This sets us apart from other entertainment options the kids have.
Centre of power
Powerful brands do not reside within the company. They reside within the minds of consumers.
Growth prospects
Markets outside the US account for 20 per cent of company-wide business, so international expansion, such as in Asia, is an exciting, potential source of long-term growth for Disney.