Fortunately, I have a copy of the article Gary Snyder wrote because I believe in copying and pasting things just in case. Here it is below:
"Sorry Mickey, they're just not that into you. Minnie, you either.
For that matter, you can take the whole stable -- the "Fab Five" of Walt Disney's animated creations -- and, despite a media machine that churns a very different story, China has largely been a land where the fabled wishes, dreams and magic of the Walt Disney Company and its brand have virtually no connection with the consumer. As valued as that consumer is in the economic theater of globalism, the iconic brand synonymous with America has little appeal and less traction among the newly seated audience in the Chinese mainland.
To its 'vanilla on toothpaste' helmsman, Robert A. "Bob" Iger, who has shown himself to be an able cobbler of assets but a less than visionary leader of the media colossus that is the Walt Disney Company, this troubling if known and growing headwind threatens to undermine the content-heavy but culturally aloof purveyor of demographically unshackled product. For in his zeal to expand its library of content, Bob Iger has drop-kicked the Disney moniker to enter new and expanding marketplaces only to position a product that runs well afar of the expectation of the Disney bounce.
In so doing, the once unrivaled status of the Disney brand has become a catch-all for entertainment and its associated byproducts that are increasingly a strange and sometimes conflicted ragbag of franchised acquisitions presented as some sort of media mélange for all ages and all palates. Or, as John Dreyer, the longtime and immediate past head of corporate communications for the Walt Disney Company, said upon the publication of the column Disney CEO Readies Magic Carpet for Exit, "Disney losing its Disney way."
With the company making its grandest play for a market that dwarfs all others, Disney has found itself adrift in a crisis of identity that breaches the foundation of the castle upon which an empire was built. For as turrets were raised, wings were added and a moat of meticulously positioned whimsy was filled in to expand the Disney footprint, something that looks decidedly more pedestrian than the fantastical inspiration for one of the world's most coveted brands has emerged.
Leverage has become the arch of entry into the Disney-verse, while the brand has been marginalized into a holding vehicle for assets that are worth more separately than that vested in the castle itself.
As Mr. Iger said at the 2013 Fortune Global Forum held in Chengdu:
I think the first thing you have to do is you have to obviously be aware of what your most significant brand attributes are. What makes your brand your brand? Why is it great? You have to focus on quality and on those attributes that, again, created the value in the first place. You can't look to cut corners. You can't look to make something with your brand on it that's any cheaper simply because it's going into a market that may not be able to afford it the way another market may have. You can't compromise in that regard. So it starts with what I'll call quality and a respect for an allegiance to the very brand attributes that created the value in the first place.
Curiously though, the world beyond the berm is told the 330 million or so Chinese within a three-hour trip to the site on the other side of Shanghai's Pudong International Airport cannot wait to queue up for a boat ride on "It's a small world" or whatever Disney is offering up for its reported $5.5 billion marker. As, no, there will apparently be no attraction of that name at Shanghai Disneyland.
Not in China. Not in a country where Mickey, Minne and the rest of the gang are barely known. In a country where Disney might as well be Smith or Jones or Johnson. Well, maybe not that last one as Johnson & Johnson is actually a reasonably well-known brand throughout China.
The Walt Disney Company has a history of stumbling if not outright tumbling in its efforts to export Disney's brand of Americana. For reference, look no further than Euro Disney -- now known as Disneyland Paris -- and Hong Kong Disneyland. Of the latter, it is worth note that Disney has been known to Hongkongers from the early days of the Disney Brothers Cartoon Studio. Yet, to this day, with a direct link by MTR line to points throughout Hong Kong, Disney is barely able to keep up with the brand devoid, geographically hemmed in and animal exhibit heavy Ocean Park in Aberdeen.
Over lunch earlier this month at Neptune's in the Grand Aquarium, Ocean Park Hong Kong CEO Tom Mehrmann, who began his career as a street sweeper at Knott's Berry Farm just up the road from Walt's original Disneyland, said, "Disney still has to explain to some of its guests exactly what a 'Disney Park' is. We don't have that problem."
To further illustrate this point, visit Disney's outpost on Lantau, a parcel of reclaimed land near Hong Kong International Airport, and you will notice a different Disney. Some call it 'Disney-lite'. Others refer to it as 'McKingdom'. Regardless, there is a definite feel of a diminished product -- of a diminished brand -- on stage for the public's consumption.
For, on a spit of land with an audience topping seven million attached by subway line having a familiarity and a kinship with the West, sits the real experiment of Disney's entry into the Chinese market. And there, on a recent day, at a performance of The Lion King in a theater…"