The main difference between, say, Disney and Facebook is that the former is engrained in culture from a very young age, whereas the latter officially is targeti

The main difference between, say, Disney and Facebook is that the former is engrained in culture from a very young age, whereas the latter officially is targeting those aged 13 and upwards. Four year old children aren't signing up for Facebook accounts - they are, however, watching Disney on TV. Because the core Disney brand (versus the Disney conglomerate) is so heavily focused around childhood it engenders goodwill across most ages. People in their twenties and thirties respond to Disney because it reminds them of their own childhoods. But Facebook doesn't have this luxury. Tweens and teenagers are typically brand sensitive, and coolness does matter. Your brand can be old (Nike, Apple, Adidas, etc), but it must have credibility with its target audience. What I'm trying to say is that Disney doesn't need to be cool, because the brand is indoctrinated at an age where coolness doesn't matter. Facebook, on the other hand, targets brand and culture-aware tweens/teens. It's all about cool.