:07:00
For accompany like Disney
:07:02
it goes even further
:07:04
where it's actually building
a town Celebration Florida.
:07:06
Currently there are
about 5000 residents
:07:08
who call Celebration home.
:07:10
And there are about 1300
single-family homes
:07:13
a town centre thats a place
where people gather.
:07:17
It has about four
or five restaurants
:07:20
and about a dozen
other shops.
:07:23
Their inspiration
their brand image
:07:26
is the all American family.
:07:28
And the sort of
by gone American town.
:07:50
Their brand driver is family
magic and everything
:07:54
that the company does is in
and around those two words.
:07:59
If you take that
:08:01
a branded environment
such as a Disney World
:08:05
or a Disneyland is a logical
extension of that brand.
:08:08
Film animated film
family oriented film;
:08:12
it's a very logical
extension of that.
:08:15
As a business though
:08:16
they also know that
if they want to get
:08:19
into other forms of
entertainment
:08:21
that does not fit
family magic
:08:24
they do not brand
it Disney.
:08:27
If they want to get
into adult
:08:29
more serious type fare
:08:31
when it comes to film
they brand it Touchstone.
:08:35
Disney brand
speaks of reassurance
:08:38
it speaks of tradition
it speaks of quality.
:08:40
And you can see that here
:08:42
in this community
that weve built.
:08:45
And thats where you
see the truly imperialist
:08:48
aspirations of branding
which is about building
:08:52
these privatized
branded cocoons.
:08:55
Which maybe you start
by shopping in
:08:57
and then you continue
by holidaying in
:08:59
but eventually why
not just move in.