A brand is a living entity….. the product of a thousand small gestures.
I’ve been listening to a podcast this week about Disney, ‘Disniversity’- it picks apart the films, shares the context from which they were made and analyses them from a societal perspective.
It got me thinking about why Disney is still so successful 98 years on, and something that Mike Eisner, who was Disney CEO for 20 years said; “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures”
Disney’s success doesn’t come down to one thing- a single film, the magic castle or their nightly parade. It is a combination of all the little things.
Disney thinks about the whole brand experience to deliver a cohesive and consistent experience, wherever and however you come into contact with the brand it feels like the brand.
Disney takes it’s DNA and mission, ‘where dreams come true’ and waves it through the end to end customer journey. From, the way that the Disney park experience starts long before the visit via a personalised welcome pack, the curation within Disney+ optimised to your taste preferences, through to the physical contact with consumers- it’s always with a smile. Nothing is left to chance, every element and touchpoint are considered.
Whilst you will not (yet) have the same ecosystem as Disney, you should think about your whole brand experience across and the unique magic that only you can sprinkle at each stage. What happens when a customer orders from your website, how does it feel when the product lands on your doorstep and they open the box. How do you make them feel when they discover the product for the first time.
What are your moments? What are the points in your customer experience that you can own.
innocent smoothies, they have nailed the product experience. Every time you pick up a bottle you get an injection a moment of fun and play.
Slack gives you little motivating tips, to encourage you to do anything- including drinking a load of water.
Bonnie Tyler has fun with her 404 page
Have you thought about your whole customer experience?