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Jesse and Sara Chapter 2: Your Trusted Friends

Jesse and Sara Chapter 2: Your Trusted Friends. Walt and Ray. Ray Kroc discovered his knack for being a salesman while working at his uncle's soda fountain. "That's where I learned you could influence people with a smile and enthusiasm."

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Jesse and Sara Chapter 2: Your Trusted Friends

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  1. Jesse and SaraChapter 2: Your Trusted Friends

  2. Walt and Ray • Ray Kroc discovered his knack for being a salesman while working at his uncle's soda fountain. "That's where I learned you could influence people with a smile and enthusiasm." • He convinced the McDonald's brothers to sell him the right to franchise McDonald's Nationwide. • Walt Disney letter • When WD was 21 he had opened his own movie studio in Los Angeles. • WD greatly admired Henry Ford and introduced an assembly line and a rigorous division of labor at the Disney Studio. "Fun Factory." • 1941-hundreds of Disney animators went on strike, pressing support for the Screen Cartoonists Guild. • WD fired employees who were sympathetic to the union, allowed private guards to rough up workers on the picket line, tried to impose a phony company union, brought in an organized crime figure from Chicago to rig a settlement, and placed a full-page ad in Variety that accused leaders of the Screen Cartoonists Guild of being communists.

  3. Better Living • Walt Disney relied on federal funds in the 1940s to keep his business afloat. • WD produced scores of military training and propaganda films, Food Will Win the War, etc. • After WW2 WD worked closely with top military officials and military contractors, becoming America's most popular exponent of Cold War Science. • The Dawn of Better Living • “Tomorrowland” • von Braun • Corporate sponsors for every aspect of American life in DW. • General Electric • Richfield Oil • Synergy-Marketing strategy • Snow White 1938

  4. Kid Kustomers • Guilty parents • 1980’s- “The decade of the child consumer.” • “Cradle-Grave” selling strategy” (early brand loyalty) • Get kids to nag parents (types of nags) • Mascots • Children’s Online Privacy Protection Act • Federal Trade Commission • 1.5 months TV per year

  5. Perfect Synergy • Toys and play structures • Hollywood and Fast Food industry • Disney signs 10 year pact with McDonald’s

  6. The Brand Essence • “Trusted Friend”

  7. McTeachers and Coke Dudes • Colorado Springs School District 11 • The Coke Dude

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