Viacom's Dauman looks to Disney for marketing inspiration

12/5/2007 | Advertising Age (tiered subscription model)

Viacom CEO Philippe Dauman says his company can learn a lesson or two in branding its vast entertainment assets from one of its chief competitors: Walt Disney Co. "I view our business as being a brand entertainment business. We have released, over time, a series of Nickelodeon and MTV Films pictures, and it takes some time to get there. We have to have a competitive edge, much like Disney's done, by branding our own movies," he said.

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