When you think of Disney, some people immediately think of the fantastic theme parks. Others think of the company’s fantastic animated and live-action films. A lot of people also immediately think of the Disney merchandise they own or would love to own. Disney merchandise is some of the most collectible merchandise for fandoms — from spirit jerseys to Minnie ears, plushes, Jim Shore carvings, and more. Disney knows how to create and market incredible merchandise, and now they are stepping up their game.
On April 6, Disney CEO Bob Iger announced Disney had appointed its first-ever Chief Brand Officer. The position will be filled by Asad Ayaz — Disney’s current President of Marketing for Walt Disney Studios. Ayaz has been in marketing for nearly two decades and has been instrumental in marketing Disney’s biggest hits from Pixar, Lucasfilm, and even the Marvel Cinematic Universe.
According to Iger, Ayaz will be responsible for “elevating the Disney brand globally across the entire ecosystem of company touchpoints and consumer experiences.”
Upon announcing Ayaz’s new position, both Iger and Ayaz released statements, which were shared by Deadline Hollywood:
“Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world,” Iger said. “His taking on this role is particularly noteworthy and consequential as we commemorate our historic 100th anniversary, and I am confident that his strategic, operational, and creative prowess, along with his profound passion for Disney, will make him an outstanding steward of our stories, characters, brands, and franchises.”
“Throughout both my early life and my time at the company, I’ve marveled at the power of Disney’s storytelling, experiences, and simply the name itself to inspire people and resonate through generations,” said Ayaz. “I am immensely grateful to Bob for entrusting me with this opportunity, and I’m excited to work with the amazing teams around our company to highlight all the things that make Disney exceptional and ensure that we continue to create those meaningful connections with audiences for many more generations to come.”
Here’s more on what Mr. Ayaz will be responsible for as Chief Brand Officer:
As Chief Brand Officer, Ayaz will develop and execute brand marketing campaigns for the Walt Disney Company across its entire suite of content and consumer experiences, highlighting the brand internally and externally through partnerships, while guiding and aligning the corp’s digital and social media presence. In consultation with Iger, Ayaz will set corporate synergy and franchise priorities, while leading a global consumer research and analytics function zeroing in on Disney’s brands and franchises that will inform cross-platform initiatives.
While you may not have heard of Ayaz, you most likely have seen his work recently. Ayaz was responsible for the Disney100 commercial that aired during the Superbowl. He also created the Disney100 logo that is being shown on all Disney-branded movies. Ayaz will remain the President of Marketing as he takes on the role of Chief Brand Officer.
In his years with Disney, Ayaz has been the creative mind behind the marketing of a number of hit Disney films and television shows. This includes Star Wars: The Force Awakens, Black Panther: Wakanda Forever, Avatar: The Way of Water, Frozen 2, Toy Story 4, Hocus Pocus 2, Loki, WandVision, and more. He also marketed the live-action remakes of Aladdin and The Lion King.