Disney revitalise Cinderella, with help from Jimmy Choo
Disney's new live-action take on Cinderella hits the movie screens in a month's time, and is a great example of brand revitalisation.
1. Revitalise an existing brand
Creating a brand new hit movie is a very tricky business, as is creating a new brand from scratch. Disney have been smart in taking an existing property, Cinderella, and revitalising it for today's audience.
Time will tell if the movie is any good, but Disney have certainly invested in the core product. The film is directed by Kenneth Branagh, and has a star studded cast including Cate Blanchett and Helena Bonham Carter.
3. Refresh your brand properties
My favourite bit of the new Cinderella story is the way Disney have refreshed the key property in the story: the glass slipper. Famous shoe designers including Jimmy Choo and Salvatore Ferragamo have been invited to design their own take on the glass slipper. And, yes, they are available to buy, exclusively at Harrods. This brings to the brand property bang up to date, and creates some valuable additional buzz ahead of the movie, as shown by this piece in The Telegraph that reports on each of the shoes.
In conclusion, this is a great example of remembering and refreshing what made a brand famous.
I will report back on the movie itself after having no doubt been dragged to see it by the 3 Taylor teenage girls.