Repositioning Donald Duck



Disney approached us as they found out there was some fierce competition between Mickey Mouse and Donald Duck:) Disney was looking for a way to increase the relevance for the Donald Duck brand. And what do you do then? You approach TrendsActive.

We started with an in depth impact assessment to find out how the brand Donald Duck matched with the needs of specific target groups and societal trends. We found various new areas for brand improvement in order to be more relevant, without changing the essence of the brand. These new areas where translated to several guiding principles that we even helped to apply to practical areas like branding , product development and communication.

It allowed Disney to integrate these principles within in- and external briefings, but also to use the guiding principles to validate in- and concepts.

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Kees Elands


+31 6 14 27 70 04