4) Publicity is better than advertising: Today Walt Disney Company is an aggressive marketing behemoth that spends up to fifty million advertising individual movies. Recent campaigns have included displaying title of films on grocery divider sticks at supermarket checkout stands. But their founder had a different philosophy. As a young man Walt had left his job working for an advertising firm to start his own entertainment company and never wavered from his preference. When he entered television he always frowned on commercials, preferring instead to get publicity with fun, behind scenes looks at new projects. He eventually left his first network ABC, accusing them of ruining very popular Mickey Mouse Club (1955-1959) with too many interruptions.

5) What's In A Name?: Originally studio started in 1923 was called Disney Brothers. The younger, temperamental and risk-taking Walt was in charge of creative direction, while older and more cautious Roy, a former bank teller, kept books. For forty-three years their partnership was a combination of love, ferocious arguments and give and take. In 1926 Walt convinced Roy that they should change name of their enterprise to Walt Disney, it would make their products more identifiable. A bemused Roy went along with it, sensing his sibling's greater need for fame. The name Walt Disney remained associated with family entertainment even after both brothers passed on.

In 1994 Warner Bros. had high hopes for a feature cartoon called Thumbelina. But preview audiences found it boring, a reaction that bewildered disappointed studio executives. A week later they showed it again with a small change: The exact same film said Walt Disney Presents in opening credits. The test scores went way up and several people in audience inquired where they could buy Thumbelina merchandise.