Kevin Mayer believes in the power of brands. 

At a recent dinner hosted by 500 Global, the longtime media exec called out a trend that he’s seen remain consistent over the course of his career. Strong brands have resonance with consumers in ways that increase value — and then some. 

Mayer pointed to Disney’s multi-billion dollar acquisitions of Pixar and Marvel during his tenure with the company, both of which he said were questioned by investors at the time. 

“We knew authority was shifting from producers and distributors to consumers, so we decided the best thing to do was buy the brands that matter,” Mayer said. “Brands will always have massive value because brands are, by definition, a very substantial decision making point for consumers. Am I going to watch this or watch that? Am I going to try this or try that?”

Mayer’s bet on brands has carried over to his latest endeavor as co-founder and co-CEO of Candle Media, which is backed by the private equity firm Blackstone and acquires independent film and TV studios. In 2021, it bought Reese Witherspoon’s studio Hello Sunshine, which focuses on telling stories from a female perspective. Months later, Mayer and team purchased Moonbug Entertainment, makers of the popular kids’ show CoComelon, for a reported $3 billion. 

Mayer called CoComelon a “classic flywheel” with its social community (as one of the most popular YouTube channels in the world), its content (as a top Netflix show with a box office movie on the way), and its commerce opportunities with merchandising. 

“It’s a juggernaut,” Mayer said. “And we own the whole thing.” 

“We invest in tech, but we really help founders build generational brands for category defining businesses,” Mayer said, adding that strong brands can create customer acquisition efficiencies and help reduce churn. 

“There’s an emotional connection with consumers that really happens,” he said. “You can describe it intellectually, but until you’ve done it, you really can’t really guide someone down the right path.”