The Walt Disney Company is, without a doubt, one of the most iconic brands in the global entertainment arena. But its success is not only due to its ability to produce captivating content, it also lies in its mastery of creating and developing highly effective marketing actions, offering valuable marketing lessons along the way.
In a world saturated with messages, products and brands that compete for consumer attention, Disney has stood out for achieving a strong connection with audiences of all ages and cultures, demonstrating, one hundred years after its creation, that it is one of the most successful, influential and globally recognized brands.
Beyond the “magic” of its movies or the euphoria generated by its famous theme parks, this company has become a paradigm of excellence in marketing, a brand from which a lot can be learned regardless of the industry we are in. . Brands that aspire to success in today’s competitive market can learn from the actions and successes that have led this brand to remain in the minds of its audiences throughout an entire century.
From fantasy to reality: marketing lessons to transcend
In addition to being a pioneer in the world of entertainment, you will agree with me that The Walt Disney Company is a benchmark in marketing strategies. Ten decades of uninterrupted success and a wide range of products and services are proof that Disney can offer valuable lessons for any brand that aspires to long-term success. If you allow me, here I want to mention just a few that, from my point of view, are essential to keep in mind.
1. The power of stories
Despite the controversies and accusations of using subliminal messages, Disney has shown us that telling stories (storytelling) is a powerful tool that transcends the superficial to touch on universal human emotions and experiences that help establish true and lasting connections with the target audience, beyond time, language and culture. From Snow White to recent Marvel productions, one of the brand’s hallmarks is the creation of characters that the audience can identify with, regardless of whether they are princesses or superheroes.
2. Diversification strategies
This master of entertainment has led the storytelling beyond the screen, extending it to all types of products, to the experiences in its parks, TV programs, advertising and more. This diversification in its portfolio of brands and products, which few companies have managed to match, has allowed it to reach different audience segments with a variety of products, content and formats, which guarantee that the message reaches the audience at different touch points. , causing greater impact with its message and strengthening brand identity.
3. Produce content evergreen
Disney is a master at creating this type of content, and its films, characters, and themes have endured through generations. By focusing on certain universal themes, its content becomes timeless (evergreen) and relevant to audiences of all ages and cultures. Brands looking for lasting impact need a content strategy evergreen that makes them discoverable online and generates constant traffic to your website, without the pressure of having to constantly create content.
4. Consistency in the narrative
Despite the wide diversity in its properties, the brand has a narrative and value consistency in everything it produces. Even when it incorporates modern themes, it does so in a way that remains true to its overall narrative. This means the stories feel fresh and relevant without losing the “Disney touch.” Maintaining this consistency reinforces the brand identity and ensures that, regardless of the point of contact to the Disney world, the audience will experience the same essence and quality.
5. Cross Marketing
Their promotional campaigns often involve multiple platforms. For example, when a new movie is released, it is not only promoted in theaters, there are also product launches in stores, events at theme parks, specials on television, and others. In addition, it has the great ability to intertwine its properties in a coherent way, leading the consumer to live an entire experience. A movie is not just a movie, it is an entry into comics, series, merchandise, attractions, etc., encouraging the audience to dive deeper into the world of Disney.
6. Proactivity and transparency in crisis communication
In today’s world, where information flows quickly and opinions are formed in a matter of seconds, the way a company handles crises can be crucial to its reputation. Through a proactive approach, The Walt Disney Company has capitalized on the benefits of public relations to get ahead and clear up misunderstandings and communicate actions, demonstrating that it is possible to confront crises openly and, in doing so, strengthen trust and confidence. public loyalty.
7. Manage strategic alliances
These collaborations have become an integral part of The Walt Disney Company’s arsenal of tools. Over the years, it has maintained alliances that have not only strengthened its position in the market, but have also amplified its impact. From collaborations with celebrities such as Charlize Theron, Katy Perry, Matthew McConaughey, Ariana Grande and Serena Williams; with brands such as LEGO, adidas and Pandora; even with NGOs and local governments.
8. Technology adoption
From the early days of animation to today’s digital age, the brand has shown a remarkable ability to anticipate and adapt to technological revolutions. Whether it’s advanced computer animation, which brought to life modern classics like toy story; the adoption of platforms streaming, like Disney+; or the integration of augmented and virtual reality technologies, to improve the experiences of visitors to its parks, the company has not hesitated when it comes to adapting to new technologies to offer content in an innovative way.
When it comes to a company like Disney, anyone would think that the success behind its marketing strategy lies in its large budgets or its global influence, but beyond this, the brand has shown that it is about having a deep understanding of what that really matters, that is, connecting with audiences in unimaginable ways.
The actions mentioned above represent ideas and tips for effective marketing, which go beyond market fluctuations. Adhering to these does not necessarily mean that you will achieve Disney status, but they are certainly a guide to driving the success that every brand needs to add value to the business.
Editor’s note: This text belongs to our Opinion section and reflects only the author’s view, not necessarily the point of view of High Level.
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Hector M. Meza General Director of InfoSol. MBA and Communication Consultant. He was Vice President at IBM Mexico.