Chief Marketing Officer @ Taylor Morrison | Business Insider Most Innovative CMOs of 2024 | Brand and Transformation Leader | Board Member
Disney took my 3-year-old daughter’s balloon. After purchasing it at Magic Kingdom the day before, it wasn’t allowed at Animal Kingdom (scares the animals). 🐗🐅🐘 So, they took it at the entrance and told us to pick it up at “Guest Relations” when finished. Most brands would’ve made this a simple transaction. Take balloon. Store balloon. Return balloon at designated place. But not Disney. 🪄 When we went to pick it up at the end of our day not only did we get our balloon back, we also got a full report of what the balloon had done while it was separated from my daughter. This is what separates the Disney brand from everyone else. They, more than any other brand I’ve experienced, realize that every touchpoint with a customer is an opportunity to connect on a deeper level. If there's one thing Disney does well, I think we can all agree it's storytelling. And I'd dare to say their storytelling gets even better in the parks. They’ve perfected their immersive atmosphere by paying attention to details and creating a layered brand experience for their guests. From the moment you set foot through the gate you are completely enveloped in the magic of the Disney brand. From the posters on the walls to the colors of the flowers, every single thing you see, smell, hear, touch and taste was put in front of you with intention. Branding is not about what you say, it’s about what you do. And the best ones don’t focus on the big things, but on the small details. What I love most about this specific experience was how they took a situation they knew would be unpleasant (if you’ve ever tried taking a balloon from a toddler, you know exactly what I’m talking about!) and found a way to make it less so. ✨ It’s inspired me to look for the same opportunities in home building, where there are undeniably difficult parts to the experience. Suggestions welcome. ☺️ But until then, back to vacation. #DisneyExperiences #Inspiration #TheSmallThingsAreTheBigThings
Disney reinforce their brand at every touchpoint. Last summer Disney Cruises had an itinerary that stopped in Auckland (I’m in New Zealand) a couple of times. When they leave port, they don’t just sound their fog horn like all cruise ships - their fog horn plays the first 6 notes of ‘When you wish upon a star’. Everyone in the whole of the Auckland CBD would have simulataneously thought ‘Disney’, whether they knew their cruise ship was in town or not.
Same experience at JanSport when my backpack went in for a zipper replacement. Not only did they have a lifetime warranty, but I got postcards from my backpack at backpack camp! It great customer service, and I remember it nearly two decades later! Bonus: Jansport customers are probably more likely than the average to enjoy camping and hiking than others, and it’s a great way to engage with that passion too!
At $12 per balloon, I hope the balloon also did two loads of laundry and meal prepped for the week ahead.
When we went to Disney, my two-year old played with the phone in our hotel room and accidentally called guest services. When guest services answered to a child, they transferred her to Goofy who had a chat with her. Amazing.
Stephanie, thank you for sharing this inspiring story! It makes me even prouder of my Disney career, where the power of moments is understood and practiced daily to create unforgettable memories! It was also a lovely way to teach kids and families about sustainability in a way that will have lifelong impact. And, speaking of details, love the nail tips! Memories of Minnie Mouse! It’s the little things that bring happiness!
Absolutely love this. It’s such a good lesson in adding magic to every interaction. And what’s cool about this is that it’s not trying to sell or convert — it’s just something for people already inside the parks.
And here’s the thing — efforts like this are often so simple, and yet so impactful! This is literally just a piece of paper they hand you. But it created an entire experience.
Cute story, Stephanie. Thanks for sharing. Yes, Disney has always been a special brand because of the care and attention put into it. Did you know that before Disneyland's gates were opened in 1955, Walt Disney personally grabbed a snack from a eatery and ate it while walking to see where he would need a trash can. That's why the trash bins are located where they are.
You ate it up with the minnie mouse manicure. 🐭
I've done a good amount of strategy and experience work in homebuilding, so here are a few off-the-cuff ideas inspired by this Disney moment of surprise and delight: *On move-in day, have a framed photo of the person / family (requested during the buying process) hanging above the mantle. *Send new owners a video with vignettes of the building process + welcome messages from any contractors who worked on the home (if not a new build, then sales center staff, cleaning crew, etc). *For those leaving one of your homes, set aside a space in the garage with labeled bins for Keep, Donate, Toss to make moving a bit more stressfree. Offer to help with Donate & Toss (who knows, they may be buyers again someday!)