I don’t know about you but I am a huge fan of Disney and what they have to offer. I grew up going to disney and watching disney channel all day long. Disney is still a part o
f my life and I try to visit Disney World every few years with my family.
Disney has been around since 1923 founded by Walt Disney and his Brother Roy in Hollywood California. As you dive into the heart of what Disney is made of, you will see that they have such a unique branding strategy. Their branding technique is one that targets all ages. If you think about it, you have little kids that love disney, but you also hear your grandparents talking about how they still love disney and what it has to offer. They decided to tell a story to build its target customer and that’s just what it did. According to Will Burns, who wrote the article called, “Disney Proves That Profitable Marketing Is About Brand Stories”, “Disney tells stories first, develops and sells products second”.
Once they told the story of the products, they sold the disney products. For example, Disney told the story of Frozen and then they started selling the Frozen Elsa doll. When you see the Elsa doll sitting on the shelves, you know the story behind her. You know she can freeze everything when she gets mad and you know she is the main character of the movie. If you see the Elsa doll first, without knowing her role in the movie Frozen, you wouldn’t know the story behind it. Disney knows how to get the story across to their audience of all ages. They are making a complete experience for them every time they come out with a new movie or product. They make dreams come true for everyone who loves Disney and it is truly an amazing experience.
Discussion Questions:
What was your first Disney Character you loved?
Sources:
https://bettermarketing.pub/the-secret-of-disneys-brand-a1e4432cf6fd
Hey Abby,
Thanks for this post. I’m a huge Disney fan (you may remember Disney+ was the brand I chose when we all had to pick one on the first day). The power of nostalgia is branding is something that I think Disney has been working with since day 1 — after all, isn’t main street USA a harkening back to an imagined childhood of founder Walt? They balance that with future feeling content like Marvel and Star Wars and new properties like Encanto and the upcoming Turning Red. Storytelling is at the heart of their work, and the meticulousness in their work is what makes Disney so successful. I have had the pleasure of working with Disney a little and what I loved about the experience was the honest connection those that worked there had to the brand and the mission of the audience experience. However, this slavishness to the mission also has had a backlash of people who accuse the mouse of exploitation or of being exploitative. Certainly there is a certain air of manipulation in some of the experiences, but there’s a pleasure too in being guided by those that clearly love and buy into their craft of storytelling.
Hey Abby,
Thanks for this post. I’m a huge Disney fan (you may remember Disney+ was the brand I chose when we all had to pick one on the first day). The power of nostalgia in branding is something that I think Disney has been working with since day 1 — after all, isn’t main street USA a harkening back to an imagined childhood of founder Walt? They balance that with future feeling content like Marvel and Star Wars and new properties like Encanto and the upcoming Turning Red. Storytelling is at the heart of their work, and the meticulousness in their work is what makes Disney so successful. I have had the pleasure of working with Disney a little and what I loved about the experience was the honest connection to the brand and the mission of the audience experience. However, this slavishness to the mission also has had a backlash of people who accuse “The Mouse” of exploitation or of being exploitative. Certainly there is an air of manipulation in some of the experiences, but there’s a pleasure too in being guided by those that clearly love and buy into their craft of storytelling.