Disney, one of the world’s most iconic family brands, is facing public backlash after a dispute with YouTube TV left about 10 million subscribers without access to ESPN and ABC. The blackout, coupled with recent price hikes and cultural controversies, has fueled frustration among fans and raised questions about whether Disney is losing touch with its family-friendly identity. Business Insider turned to Chris Rosica, CEO and President of Rosica Communications, for perspective on how these developments might affect the company’s brand perception.
In the article, Business Insider reported that many fans called Disney’s actions “tone deaf” and “greedy,” criticizing the company for pushing rate increases and asking viewers to take sides in a corporate dispute. Chris Rosica, an experienced public relations and crisis communications leader, said Disney’s challenge goes beyond business negotiations. “Disney is a historic, family-friendly brand that’s stood for more than maximizing profits and shareholder value,” he said. “There may be skepticism, or cynicism, from consumers that Disney is just a company that is out to make profits.”
Rosica explained that when a brand built on trust and nostalgia appears profit-driven, it risks weakening its emotional bond with consumers. He noted that this tension highlights the importance of authenticity and consistency, especially for heritage brands. “Disney isn’t just any company,” he said. “It represents imagination, optimism, and family values. Protecting that image requires aligning business decisions with what audiences expect from the brand.”
Other experts in the piece noted that Disney’s long-standing reputation gives it resilience, but public patience may wear thin if frustration continues. Rosica’s comments underscore that emotional equity, once lost, is difficult to rebuild. In today’s environment, where consumer expectations are heightened and social media amplifies criticism instantly, brands must pair financial decisions with transparent, empathetic communication.
This story reinforces what Rosica Communications, a crisis communications agency, counsels its clients: authenticity is the cornerstone of reputation. Whether managing brand crises, building thought leadership, or executing integrated marketing communications initiatives, long-term credibility depends on transparency and stakeholder trust.
Read the full Business Insider article.
About Rosica Communications
Rosica Communications is an award-winning national PR firm and thought leadership agency that helps organizations build and protect their reputations through strategic positioning and authentic storytelling. The firm’s proprietary Thought Leadership Measurement Matrix™ evaluates and optimizes thought leadership programs to ensure PR measurement and marketing ROI.