How Disney’s constant rebrands helped it stay relevant

Disney logo
(Image credit: Disney)

Disney is huge, and it’s been huge for decades – that’s no secret. But the Disney Channel itself became one of the biggest influences on pre-teen and teenage culture for a spell of a decade or so, beginning in the mid-2000s. It underwent a rebrand two decades ago, and as had to do the same again in recent years – and other brands could learn a thing or two from its constant reinvention (see the controversy over the new Disney Junior logo)

When Anne Sweeney took over as president of Disney-ABC Television Group in 2004, live-action shows like Lizzie McGuire and That’s So Raven, featuring young casts dealing with the usual coming-of-age issues – sometimes with supernatural or far-fetched elements – had proved popular for the company. 

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Adam England

Adam is a freelance journalist covering culture and lifestyle, with over five years’ of experience and a Master’s degree in Magazine Journalism from Cardiff University. He’s previously written for publications including The Guardian, The Independent, Vice and Dazed, and was Senior Editor at from 2022 to 2023. When he’s not writing, he’s probably drinking coffee, listening to live music, or tinkering with his Apple devices.