Like I've talked about on a couple other blogs today, there's a huge market for products and services targeting families and those who want wholesome entertainment, as the "High School Musical" brand reveals.
One of the problems in managing a show like "High School Musical" and by extension a similar market and demographic, is that which can spin out of control, which is your actors or others chosen to represent your brand.
Like the ignorant Vanessa Hudgens did with Disney (DIS) and the potential harm she may have done to the "High School Musical" franchise. Not only having a nude picture of herself online, but then having lesbian-themed photos of her appear not long afterwards.
The only thing that may have saved Hudgens' career with Disney and the powerful "High School Musical" brand is her apology concerning the nude photo when it first appeared.
Disney mentioned in a statement that she had learned from her mistake, and are sticking by her. Of course the lesbian photos hadn't appeared online when that statement was made.
It reminds of how the beach movies starring Annette Funicello had to be handled years ago. In the movies and most photos, they didn't want her appearing in even a two-piece bathing suit, so she would continue to represent the image she portrayed in the movies.
Annette Funicello and Frankie Avalon
We all have to remember when managing products, services and brands that target families and wholesomeness, there is a much higher standard than other demographics, and certain lines that can't be crossed.
This doesn't apply to only entertainment, but any business serving this type of demographic. Standards must be made and communicated to our people. The standards have to be high.
Like any brand, people want something that is truly what they say they represent. A company serving this demographic can't say they serve it and then represent totally different standards.
You can be sure that Hudgens is being closely watched by Disney. They aren't going to allow her to destroy this powerful brand that is sweeping not only America, but the world.
Still, serving this demographic can result in some of the most dedicated customers over a long period of time, but they're also tough if you break faith with them. Disney found this out some time back when customers believed they were abandoning their values and what they represented. It has forced them to realign themselves and get back to who they were.
When they bought Pixar, as far as films go, they bought a brand that people trusted more than Disney. It has helped Disney bring back some of the magic they had in the past.
Managing a family brand means we can't venture off the path we've chosen to walk. Do that and you'll find your customers punishing you by abandoning your business. Walk the narrow path on a steady basis, and they'll reward you for as long as you remain true to your purpose.
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