Establishing a 'Branded Language'
Disney, Kellogg's, and Gillette are three completely different brands with one commonality. Over the past decade, they've established a branded language, whether they know it or not. In my latest book, we found 74 percent of today's consumers associate the word "crunch" with Kellogg's. Another 59 percent consider the word "masculine" and Gillette as one and the same. Americans formed the strongest association of masculinity to Gillette, by an astounding 84 percent.
Disney scored higher in purloined language than any other brand. This brand welcomes you to its kingdom of fantasy, dreams, promises, and magic. If you've stayed at a Disney resort, taken a Disney cruise, or eaten in a Disney restaurant, it doesn't take long to hear "cast members" greeting guests with, "Have a magical day!"
For over half a century, Disney has consistently built its brand on a foundation much larger than its logo. A substantial chunk relies on songs and voiceovers that almost always include Disney-branded words. Associating words with brands comes at no extra cost. Disney's manages to "own" six of them: "dreams," "creativity, "fantasy," "smiles," "magic," and "generation."
Our BRAND sense study shows over 80 percent of the world's population directly associates these generic words with Disney.









