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Positioning Hanna-Barbera Cartoons 1995

Positioning Hanna-Barbera Cartoons 1995

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Published by Fred Seibert
Written by Bill Burnett
Creative Director, Hanna-Barbera Cartoons
Written by Bill Burnett
Creative Director, Hanna-Barbera Cartoons

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Published by: Fred Seibert on Jun 03, 2008
Copyright:Attribution Non-commercial

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05/09/2014

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HANNA-BARBERA
WHO ARE WE?
(Hint: The answer lies somewhere in the question)Revised 2/16/95
 
A quick refresher course.
Why position?
Positioning is essential to the success of any product. It is especially important when the“product” is entertainment. Properly done, it should serve as the yardstick against whichwe measure every decision.Internally, positioning should guide us by helping us answer these questions:What kind of company are we?What do we do?What do we say?What do we look like?What do we sound like?Who is our audience?What kind of product should we make?What kind of product should we not make--even if it has value-- because it’ssimply “not us”?Externally, positioning should help define us to the world.What can the public expect from a Hanna-Barbera product?Why should they even go to see it?What unique quality do we offer that you can’t get anywhere else?
 
Why is this position harder than others?
At Hanna-Barbera we’re confronting unique problems, because our positioning mustserve as a bridge between our past, our present, and our future. We already hold a placein the minds and hearts of the world. We must maintain what’s good about that currentperception, and eliminate what’s bad. We also have to be able to live with what we decidetoday, and give ourselves room to evolve into the next century.And whatever we decide on must have the ring of truth.
“Audiences respond when they hear the ring of truth.” 
A positioning sageHanna-Barbera can’t be the Out-of-Left-Field Cartoon Studio--the Raw Magazine of animation--because our heritage won’t allow it.We also can’t be the Middle-Of-The-Road Cartoon Studio--the Sears of animation--because we won’t allow it. We demand more. Ten years from now we want to look back on a body of work that cracks us up and knocks our own socks off. That’s why we cameto work here.So...we must position ourselves as something we actually are, and aspire to be somethingwe actually can be.Time for a look at history.... 

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