Toon Disney had been launched in 1998, but their marketing and distribution efforts had met with limited success. The campaign we designed to “jump-start” their brand was compelling and multifaceted. However, the primary reason we were given the assignment was that our strategic recommendations were tuned into the selling dynamics, the competitive set, and the power of the core Disney brand. We not only analyzed the content offerings of the competitive set, but also their program scheduling, in order to help Toon Disney better position its lineup of shows. We also identified the need for them to speak to three distinct targets – kids, parents and cable operators – noting that while kids were key influencers, their parents were the actual decision makers. And that, in fact, Toon Disney could speak to and motivate parents by drawing upon key Disney brand attributes.