The business of entertainment is so vast, yet so finite in its particulars. For example, people in Hollywood know if you’re an insider if you type out Warner Brothers as Warner Bros. In similar fashion, Disney will know you’re the real deal if you know to capitalize the “T” in The Walt Disney Company.
It might seem like a simple and trivial thing to be obsessing about, but there are reasons why Disney and other big companies who operate in the entertainment space want their names and other properties they own written and delivered a certain way. The simple answer is branding.
Branding by definition is “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” It’s a business’ use of logos, words, images, and other marks to distinguish that business from another. Things like capitalizations and abbreviations are just forms of branding. The way The Walt Disney Company presents its brand in mere words shows that it is the Company that’s synonymous with Walt Disney and the landmark ways of entertainment he created.
To ensure that people around the world know and consume the brand including its many franchises the right way, there’s a department at Disney dedicated to that task. Corporate Brand Management at Disney consists of people who, both internally and externally, act as brand keepers and work to make sure everyone who interacts with Disney knows what the Company is known for.
The department isn’t really a capitalization police, rather they are responsible for maintaining a healthy image for the Company. They accomplish this through a variety of ways like doing research on untapped markets where Disney could benefit, as well as ensuring the proper use of Mickey Mouse’s image for third-party marketing opportunities.
Nevertheless, Disney values everything that makes them Disney. Whether that’s through a capital letter or the look of its Mouse-in-chief, they’ll work magic to make their mark memorable far beyond sentences and pictures.
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