Brand Magic: Instill a Child-Like Enthusiasm

"Part of the Disney success is our ability to create a believable world of dreams that appeals to all age groups. The kind of entertainment we create is meant to appeal to every member of the family." - Walt Disney

When my son, Avery, was eight, I couldn't imagine what exposure, other than cartoons and commercials, he had to the Disney brand when his mother and I resolved to surprise him with a vacation to Disney World in 2005. So, leading up to the announcement we knew we would make, we made sure he got to see particular programs on the Travel Channel that highlighted the Disney experience. Already one who enjoyed his infrequent trips to Six Flags over Texas, he was impressed by what he saw but considered his chances to go very slim.

We arranged with his school to allow him a leave of absence for the week before Christmas vacation was to begin, but we directed them to not tell Avery why he was doing more work than anyone else leading up to the vacation. They did a fabulous job (for which we are grateful), and we were able to maintain the secret up until the week before we left.

We tied our big reveal to the opening of our annual Christmas ornament, which we purchased from the Disney Store online. Knowing the time had come to let Avery in on our little secret, I got the camera out to capture the moment. The result reflects, I concluded, what is actually the ultimate goal of branding -- spontaneously enjoining a child-like enthusiasm over the mere mentioning of an experience.

The trip, of course, was one of the most amazing experiences of my life for reasons I've reflected on before. Even though our feet hurt for more than a week after our trip, we constantly talk about our experience (as recently as last night) with warmth and affection. We can't wait to go back. And because I've been so transformed by our 2005 vacation, the next time we go, I feel like I can cast away my learned cynicism and absorb my son's enthusiasm for the duration of the trip. Hopefully someone will have a camera.

Not every brand has the luxury of being "fun" like Disney World, so it's unrealistic to expect that, for instance, a bag of Cheetos will elicit the same reaction. However, there are more realistic emotions that can be engendered by applying the same principles of service, experience, and value that has made Disney so successful. If excitement is too much to ask, how about comfort or peace of mind? The best results will come from treating employees with respect, and customers as VIPs.

A big thanks to CK and Drew for inspiring this post. You can read Drew's entire series about his observations about Disney World in this handy PDF. - Cam Beck

Comments

[CK]

This is a beautiful post. I love how you can write from many angles, Cam. That's how I describe your blog to my friends. It's a gift. You're so good politically and how you assess...and then with biz issues and working to home in on the best practice with being open to all viewpoints...and then you just pour your emotion out like here in such an articulate, tangible manner that makes us giggle along with you.

Thanks for the many sides of your personality and brain.

I think Disney is THE consummate experience brand. It's not a place, it's a place in our hearts and souls. As much as I love strategy...Disney is in the details and exasperating, consistent execution. And we reap the rewards (and ears).

And you just returned there in this post. What an achievement by a visionary.

I'm updating my Disney post with a link here. Be a shame for people to miss it...and you know how I don't like for people to miss good stuff.

[Cam Beck]

As always, you are far too kind to me, but thank you.

Your summary comment is especially meritorious: “I think Disney is THE consummate experience brand. It's not a place, it's a place in our hearts and souls. As much as I love strategy...Disney is in the details and exasperating, consistent execution. And we reap the rewards (and ears).

What’s funny is that Six Flags is only a few miles from my house, and I will gladly bypass that "theme" park in favor of a true experiential park that is several state away. There is no meaningful comparison between the two, and what’s worse, Six Flags doesn’t even seem to have an interest in trying to make it anything other than a mishmash of rides and pretending that’s enough.

[Drew McLellan]

Cam,

You and I have talked about the magic that is Disney before. You've eloquently captured the spirit of their brand in this post.

Your point is well taken -- everyone's offerings cannot be a Disney. But they can build their own brand on the same model.

I think that's one of the key learnings in my series and in your post. Disney's brand did not happen by good fortune or accident. It is 100% purposeful -- every day. And they get it at the micro-level. If the guy sweeping up the popcorn does not understand the brand and his role in delivering it...they are toast.

I'm going to expand on that in the next week but you have set the stage perfectly for me to leap from!

Thanks for the kudos and link. More important -- thanks for adding a new and valuable dimension to the conversation.

Drew

[Cam Beck]

Drew - It's funny you mention "the guy sweeping up the popcorn."

While we were at Magic Kingdom, we stopped in one of the many places available to eat on our meal plan. This was our third day of the trip, and I was tired. I had my family's tray at the condiments table, and a little girl, excited about her surroundings, accidentally knocked over my drink, which spilled thoroughly onto the ground.

Immediately, I felt bad for a couple of reasons. First, I lost my drink, and I assumed I'd have to pay for it again. Second, I was about to force some poor person to clean up a big mess, and I hate doing that to people.

But this nice cast member came up before I could even complete my sigh of disappointment, asked me what I was drinking, and assured me (convincingly, in spite of my incessant apologies) that the spill was of no inconvenience to her, and she would clean it up immediately. I had my new drink in seconds, and I didn't even have to pay for it again.

When you say, "They get it at the micro-level," you have it exactly right. And I'm not sure I would have really understood what that meant unless I experienced it for myself.

[CK]

Disney is dedicated to details. And I'm a HUGE fan of details. Funny, as when I speak to masters like Al & Laura Ries they tell me it's all in the strategy...but it's so split.

Sure, if you don't know the direction you'll never get there. But if you don't deliver...with precision, pride and consistency (and mucho creativity) than it's just another Six Flags. Yawn.

But Al & Laura have it right when they preach/teach "focus". Disney is laser-focused on providing family entertainment. Though I will say that the "original" park is this girl's fancy. Wasn't so moved with Epcot but that did NOT stop me from eating my way through every country. Fave? Morocco. Fave Dessert? France ;-).

[Lewis Green]

Cam,

The smile on Avery's face says it all: Great brands make for great expectations. And the experience has to meet or exceed those expectations. For your family, Disney succeeded.

As you know, I call this "The Happiness Quotient." But whatever we call it, all brands should strive for the greatest experience possible.

Six Flags believes that their products and services deliver that experience: They are wrong. Products and services seldom exceed expectations; experiential details can.