For kids, going to a Disney Theme Park means getting to actually meet, talk to, hold hands, dance, sword fight, (and any other fantastical activity), with there favorite Disney character.
For parents, this means long lines, crying kids, hot sun, 5 minutes of interaction and then its on to the next one.
But why do parents again and again wait in 4 hours lines (in the case of Elsa and Anna) to see a character?
-It's the meaning of the Disney Brand
The article, "Give Them Something to Believe In: The Value of The Brand", highlights some important aspects of branding. The entire time reading the article, all I could think of was DISNEY (naturally).
The article describes the many stages of the Brand Revolution within the past several decades. I am going to break down each revolution and link them to the Disney Brand.
1. The Beginning of Advertising- The idea was to shout facts and information about the product or service. The point was to get across the message. Nothing more.
2. The Creative Revolution- The creative revolution was the discovery of Bill Bernbach (leader during the early days of VW, another personally loved brand), when he said " People want the story of the brand told to them in a compelling and satisfying way".
Disney's Interpretation- Whether it be a commercial or telephoning a Disney Travel agent, you often are getting more than just "Buy this for $98.99". Disney advertisements , and those who advertise for the company such as travel agents, often incorporate beloved characters or follow a story line. The costs and "informative" aspects of the ads are usually pasted at the end in a very subtle way (if at all). Unfortunate for parents, but good for Disney lovers and kids, as a consumer you barely remember what the trip cost, just that it meant you were going to be able to dine with Beauty and the Beast.
Take this ad for Disney Water Parks. "Looks like fun" (says everyone who has every seen this ad).
Check out this ad:
3. The Experience Revolution- In the 80's, advertisers were looking beyond just "telling a story" but giving an experience. As we all know, Disney is the KING of experiences. The article points out that "Consumers embrace your brand and are loyal to it because it gives them experiences they appreciate and remember".
Disney Interpretation- This my friends is why we wait in line for Anna and Elsa and why you pay a "cajillion" dollars to eat at Chef Mickey's.
We are addicted to the Disney Experience. Other theme parks have noticed the impact of "bringing their characters to life" and how it increases overall park experience. Even companies and restaurants now understand the impact. For example, going to Texas Roadhouse and meeting Andy Armadillo or catching a football from Edgar, Allen, or Poe of the Baltimore Ravens are now staples for the Baltimore Ravens and Texas Roadhouse.
4. TODAY- The Meaning Revolution-
"Meaning may be the most important product a brand creates today"
Consumers are more and more making their buying decisions based on brand meaning, rather than product functionality, attributes or price. What and company means and how the brand relates to self or the desired self, is most important in understanding our purchasing behavior today.
For little kids at Disney World, buying Disney merchandise, especially costumes, is a part of building their "desired-self" (Disney princess, pirate, or villain).
But parents, you have fallen the hardest for buying Disney "simply because of meaning". And Disney is happy, because it works like a charm.
Parents/and Disney lovers spend thousands on Disney vacations, Christmas toys, and Halloween costumes not because of the creative aspect or the experience anymore, but they buy because of what Disney means.
People are willing to spend their money on Disney because it means happiness, magic, dreaming, a good time, and almost anything under the realm of pure perfection. So when you wear something Disney, you too feel like you possess the Disney qualities.
Today, as long as Disney keeps a watchful eye on the push-pull theory (their inner brand value matches what their consumers think) the Disney brand will have no problem remaining king of almost everything.
Resources:
"Give Them Something to Believe In: The Value of Brand Culture." Whitepaper (n.d.): 1-10. IdBranding. Web. 28 Sept. 2014
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