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Fortune
Fortune
Richard Torrenzano

A tale of two Bobs: Iger returns to fix the Mickey Mouse flubs that damaged Disney’s iconic brand

(Credit: Dave J Hogan—Getty Images)

The challenging nature of marketing products and services to the masses, managing investor sentiment and reaction, and playing in the political sandbox created turbulence and was eventually catastrophic for former Disney CEO Bob Chapek.

On Nov. 20, Disney’s Board made a surprising announcement. It fired Chapek (Bob #2) and appointed its former CEO of 15 years, Bob (#1) Iger, for a “pivotal period.”

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