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APR 11

The Iger difference

Bob Iger has led a renaissance at Disney. But can he withstand a bad economy and the tech revolution in the media business?

FORTUNE, April 11, 2008 — At a time of upheaval in the media business, Walt Disney has had a string of hits the likes of which it hasn't had since, well, the early tenure of former CEO Michael Eisner in the 1980s. Three years after succeeding Eisner - and confounding skeptics in the process - CEO Bob Iger talked to Fortune's Richard Siklos about buying Pixar, pulling Disney (DIS, Fortune 500) out of a creative slump with new megafranchises like "Hannah Montana" and "High School Musical," working with Steve Jobs, and wrestling with the image of a certain mouse. Edited excerpts:

Category: Brand Strategy
Tags: Disney, Brand Extensions, Brand Identity & Positioning, Technology

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