Disney works at sustaining life long relationships with consumers from child hood to adulthood. This is achieved throug continually expanding product and service offerings whilst at the same time maintaining its brand integrity.
This largly achieved through Disney's understanding of the emotional connection that we have with its various brands and what we love most about them. Fundamentally this clutivates a connection caled the Disney experience.
The disney experience includes a feelings of creativity, dreams, and imagination. When my daughters watch a disney Movie they experience emotions. These emotions that come from their experiences is a valid business outcome for Disney. Customer Experiences of a good feeling is a valuable method of communicating with customers.
ReplyDeletePersonally from my point of view, the emotional connection at work involves the degree to which Disney establishes a valid emotional connection. That is, whether customers are visiting a Disneyland watching Mary Poppins at the Theatre, or a favorite Disney Movie, I think they expect to be entertained to the extent that they feel special and that the story was all meant for them.
ReplyDeleteThe risks for expanding the Disney brand into new ways is that customers may not successfully establish the same level of emotional connection compared to a connection that was made previously. To example this, when I watched Disney's Hannah Montanna the Movie with my daughters my emotional connection was lower than the time I saw the Lion King which was also a musical movie.
ReplyDeleteYou have no emotions or emotional connections with anything...... Fail.....
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