BRAND

EVOLUTION

minnie is
the “first lady”
of Disney

target
audience

there’s a little bit
of minnie in
each of us

MAKE A
STATEMENT

living with zest
never goes out of style

minnie’s
essence,

style

and values

friends
GLOBAL
MINNIE

Minnie

You may think you know Minnie,
but as you flip through on these pages you’ll learn even
more about her independence, her self-confidence, her
sense of style, her likes and dislikes, and even her
influence around the globe.
Today, she’s an inspirational figure worldwide, one
whom girls of all ages can aspire to be like.

M nnie’s
World!
Welcome to

So it’s important that friends like you
know her well.
Minnie’s excited about this newest
chapter in her life, and she’s excited
that you’re a major part of it!

Contents
Table of

Positioning Statement 6
Brand Evolution 8
How it Works 13
Target Audience 16
Minniefesto 20
Minnie’s Essence, Style and Values 22
Minnie’s Friends 24
Global Minnie 26
Strategic Framework 28

Positioning Statement

Spirited Me

MINNIE EMBODIES A CONSTANT
REMINDER TO GIRLS (OF ALL AGES) TO

LIVE CONFIDENTLY AND
EXPRESS THEMSELVES,
BECAUSE LIVING WITH ZEST
NEVER GOES OUT OF STYLE
6

7

Brand
Evolution

1920

1930

1940

1950

1960

1970

1980

1990

2000

Minnie is

“THE FIRST LADY OF DISNEY”
Minnie is the first lady of Disney. She is a beloved, iconic character
that’s made us smile throughout the years.

8

1920s

1930s

1940s

1950s

1960s

1970s

1980s

1990s

2000s

2010s

10

Mickey’s girlfriend

Spirited friend

Girly, conservative style

Classic, yet contemporary

Cute and flirty

Lively, bubbly and animated

Childhood memory

International appeal

Licensed clothing and accessories

Fashion inspiration

Stand-alone style muse

Timeless, feminine style

Independent, empowered and living with zest

Relevant to girls of all ages

Global lifestyle brands

11

Getting to
year one

ESTABLISH
Solidify Minnie’s evolved
brand identity
Build global lifestyle influence
and credibility through a
fashion lens
Develop key relationships
across transmedia channels

year two

EXPAND
Ignite a movement that
engages like-minded
individuals around the
globe to live confidently

year three

SUSTAIN
Amplify global impact
Solidify Minnie’s role as an
influential cultural lifestyle icon

Extend influence
beyond fashion

Lay the groundwork for a
participatory platform that
engages Minnie’s audience
online and on mobile devices

12

13

Expanding Influence
Relevant to all audiences, these categories will serve as the foundation for future product innovation

FASHION &
ACCESSORIES

BEAUTY

MUSIC &
CONSUMER ELECTRONICS

HEALTH & FITNESS

HOME &
LIFESTYLE

16

YOUNG AT HEARTS (26-45)

What they share
in common with

YOUNG ADULTS (18-25)

M nn e...

TEENS (13-17)

TWEENS (8-12)
They are eternally optimistic
and inspire confidence in
everyone they meet.

GIRLS (5-7)

When they approach life with a positive, outgoing
spirit, they’re happier. And, when they’re happy,
they feel more confident and content.

19

Minniefesto
Minnie leads a life full of fun, spark and spirit.
While she won’t ever forget where she came from, she’s always
looking forward to what lies ahead. Her optimism – as well as her
self-confidence and sense of humor – not only define who she is
but who she wants to be. She’s creative, bold and adventurous.
Minnie decides for herself what she likes and how she wants
to look – and she appreciates others who celebrate their own
unique individuality, too. Minnie relishes her life, and she hopes
she can inspire others to enjoy theirs by finding their own
personal style while staying true to who they are.
 

THAT’S WHAT MAKES MINNIE, MINNIE.

Minnie’s
Essence,

Style & Values
SHE IS...

SHE IS NOT...
Trendy

Cutesy

Simple

Dependent

22

Snobby

Classic

Shallow

Peppy

Empowering

Elegant

Spirited

Feminine

Independent

Timeless

23

Marc Jacobs
American fashion designer

Rachel Bilson
American actress

Alexa Chung
British TV presenter,
model, Vogue editor

Minn e’s

Selena Gomez
American actress

Tracy Reese
American fashion designer

Taylor Swift
American singer

Katy Perry
American singer

Kate Spade
American accessories designer

Bryanboy
Filipino fashion blogger

Diane Von Furstenberg
American fashion designer

Alice Ferraz
Brazilian fashion
entrepreneur

Circle of friends

Isaac Mizrahi
American fashion designer

24

Zhou Xun
Chinese actress,
U
UNICEF
ambassadorr

Jonathan Adler
American interior designer

25

Glocalization
Developing a global framework with local customization and deployment will help the Minnie
brand establish and maintain one voice while empowering local markets to cultivate, activate
and engage consumer communities. Success is won when the Minnie brand scales campaigns
globally under a single strategic vision.

With a defined global
strategy, regional hubs for
oversight and localization
in each market are
established.

Regions are coordinated
around a central strategy
and goals. Efficiencies are
recognized through people,
processes and platforms.

Minnie will be able to
engage with consumers
using a consistent “voice”
with local relevancy.

Billions of person-toperson interactions
happen every day on
social platforms, and
fans expect these
interactions to relate to
their lives.
With locally driven
strategy and goals,
fans can get localized
information, but not
in a consistent brand
voice across different
countries.
Regions are
disconnected, and local
activations pose a risk to
global brand positioning.

26

27

Brand Positioning

Opportunity
Leverage Minnie’s unique strengths – high levels
of brand affinity, timeless sense of nostalgia,
increasing fashion authority and more – to
elevate the Minnie Mouse brand globally, shift

Minnie embodies a constant reminder to
girls (of all ages) to live confidently and
express themselves, because living with
zest never goes out of style.

consumer mindset and drive awareness of
Minnie’s evolved platform.

Call to Action

LIVE WITH ZEST
Audience
“Young Adults” (18 – 25 years old) who are
eternally optimistic and inspire confidence in
everyone they meet, including “Young at
Hearts,” teens, tweens and girls.

Minnie’s Evolution
Position Minnie as:
A stand-alone style icon
Confident, independent and empowered
Relevant to girls of all ages

Lifestyle Brand
28

CONTACT US:
Johanna Mooney
(818) 544-0410
Johanna.Mooney@disney.com

For internal use only