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The Penguins of Madagascar? Really?

Read (0) / Post Comments | Posted: Saturday, May 9, 2009
The Disney Machine is at it again.  They just launched (by "just" I mean within the last couple of months) a new series called the Penguins of Madagascar…an offshoot of an offshoot of an offshoot.  Basically, though, it's another step at the dominating empire Disney is building with a single yet powerful marketing principle called “leveraging."

What do I mean?  Essentially, a large part of their success is built upon a “formula for success."  That formula is “wash, rinse and repeat."  Take a popular idea.  Mimic it in concept, attitude and quirkiness…then let it ride for about three years while it steeps.  Then dump it in favor of the newest version.

Of course, things like Hanna Montana, Drake and Josh, and the Penguins of Madagascar do require some talent…but mostly they require the Disney machine's significant, WalMart-like backing.  The saying is: get your idea on Disney Channel and become a star, regardless of your talent.  Jonas Brothers, anyone?

As you think about your plans for marketing your product, consider past successes you may have had and try to understand why exactly it was successful.  Sure, there will be some talent required…but if you can identify the concept that pushed the idea to success, all you have to do is replicate it in a deliberate, persistent manner.

Caveat: Sure, you might not be able to replicate that exact success.  But you sure will do better than trying to reinvent the wheel where there is already one rolling around the house.  Just ask the House of Mouse.  



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