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Attracting emotions through strong storytelling
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- “We’ve all known the power of attracting emotions through strong storytelling, and that’s what makes Disney so unique. At Disney, it’s about the power of narrative and being able to create a world with a theme and characters, to draw emotions that are common to all people around the world.”
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Oct 15, 2014 · Anyone can say they want to deliver magic. What makes Disney such a powerhouse brand is that they can see what’s required to get to infinity and beyond.
- Tell An Emotional, Nostalgic Story
- Nostalgia as A Marketing Strategy
- What Brands Can Learn from Disney’s Nostalgia Marketing
- Be Where Your Customers Expect You to Be
- Know Your (Segmented) Audience and Create An Inclusive Brand Experience
- What Brands Can Learn from Disney’s Segmented Brand Experience
- Understand The Value of Experiences
- What Brands Can Learn from Disney’s Experiential Marketing
- Partner and Collaborate with The Right Brands
- What Brands Can Learn from Disney’s Approach to Collaboration
Whether you’re choking back tears watching Bambi, giggling at Baloo the Bear’s antics in Jungle Book, or reveling in the heart-racing thrills of the Avengers, one thing is for sure— Disney’s brand equity revolves around telling an emotional and nostalgic story. Disney understands how to take their viewers on an emotional journey without being unnec...
Nostalgia has a huge influence over Disney's audience. To harness this emotion as a marketing technique, the movie studio has mastered the art of reviving old classics like 2010’s Alice in Wonderland, 2016’s The Jungle Book, and 2017’s Beauty and the Beast. Each of these films earned over $1 billion at the box office. Tapping into nostalgia, along ...
Products that evoke emotion, such as a remake of a beloved childhood classic, can deliver more than a quick buck at the box office. These products produce gratifying emotional experiences that drive customer loyalty and positive perceptions of the brand. Nostalgia marketing appeals to our wish to return to an easier and simpler time, with less resp...
Evoking feelings of nostalgia doesn't necessarily mean the company is stuck in the past. Streaming services like Netflix have transformed how people consume film and television, and Disney has shifted its strategy to accommodate this shift in consumer behavior. It has acquired Marvel, Lucas (Star Wars), National Geographic, Pixar, and 21st Century ...
To maintain fan engagement, Disney strategically creates content for different audience segments. For example, the company's Star Wars revival brought in millennials and older generations by appealing to their nostalgia for the classic Star Wars films. The official Star Wars Instagram account, with 14M+ followers, keeps fans engaged with videos, GI...
Most brands won’t need to appeal to the breadth of audiences that Disney has in their sights. But you will need to understand the different needs that your customer demographics have and adapt the way you sell to them accordingly without losing sight of your overarching brand identity. Developing customer personasis a great tactic for effectively s...
Disneyland, Walt Disney World, or any other Disney theme park are not simply famous for their world-class rides or high-end retail merchandise, but rather for the experience of being immersed in an entire world of Disney escapism. At the heart of the initial success of Disneyland lies the fact that Disneyland represents an end-to-end experience tha...
User experience is ultimately the key. Visitors to Disney quickly grasp the company's emphasis on providing a cohesive, user-friendly experience. Whether at the hotel, in the parking lot, or at the theme park, the entire Disney team works hard to intentionally amplify, celebrate, and encourage a positive user experience. Think about the experience ...
Disney knows a thing or two about aligning itself with the right brands - or taking them under the Disney wing altogether. When Disney’s output started to be eclipsed by Pixar, rather than accepting defeat, they went right ahead and bought the animation studio outright. After some live-action fails, the media behemoth recognized its weak areas and ...
Take a leaf out of Disney’s branding book and seek out like-minded or interesting businesses to collaborate with. This could be anything from co-producing an e-book or digital report, hosting an event, or developing a product or service in tandem. Naturally, you want to avoid conflicts of interest and make sure the partners you choose share similar...
Oct 16, 2023 · From theme parks to animation and kids' programming, Walt Disney Co. has revolutionized the entertainment business since its launch a century ago.
- meg.james@latimes.com
- Senior Entertainment Writer
May 28, 2019 · Time has only strengthened the Disney brand, and it is continually ranked amongst the best, most powerful, and most recognizable brands in the world. Discover their formula for success.
Here’s what you’ll learn from Disney’s strategy study: How long-term clarity builds tenacity and fosters innovation. How focusing on moon shots in the short-term can hurt you in the mid-term. How to make huge business deals based on honesty and trust. How your brand can become a powerful strategic enabler.
Jan 24, 2020 · Disney provides lessons for brands in all industries on creating unique, detailed experiences that will stick with customers for a lifetime.
