Disney: ‘People are not walking around thinking about brands all the time’

Speaking at Marketing Week Live today (28 April), Ellwood said: “Marketers have to put their brand in context. People are not walking around thinking about [new Disney film] Captain America: Civil War or about brands the whole time. They are actually thinking about their lives.”
Most consumers are also overwhelmed by choice, he said, and part of a brand’s job is to declutter to make the process of making a purchase easier. He cited the example of a young family Disney tracked (