Last year, Disney hit the big 100 - a century filled with unforgettable movies, characters, and that unique Disney magic we’ve all grown up loving. It’s pretty wild to think about it, especially in today’s world where companies often struggle to keep their marketing game strong for even a year. So, how has Disney managed to not just survive but thrive, staying on top of the game for a whole century, all while sticking to its heartwarming mission of making dreams come true?
I decided to dig a bit deeper into this and reached out to some experts who know the entertainment industry inside out. Together, we’re going to take a closer look at how Disney has continually won over our hearts for more than 100 years, focusing on their ability to adapt to new generations without losing their magic touch. Let’s dive into Disney’s marketing strategies and see what secrets we can uncover.
“Over the course of 100 years, we have obviously seen a wide variety of films, content, and platforms, and the key has been to adapt to what the audience is consuming. Initially, our focus was on animation, which was a significant breakthrough; then television emerged. Now, we have entered an era of streaming platforms, where people consume content on a much more on-demand basis. Adapting to the audience's preferences is crucial because, at the end of the day, our commitment to storytelling remains. We strive to deliver amazing content that our viewers can enjoy on whichever platform or platforms
they prefer for their media consumption. This approach is a departure from the landscape of 100 years ago, which was considerably different and less varied. Nowadays, we also incorporate experiences with the parks, adding a full-circle dimension to our campaigns that were not present at our inception a century ago.”
“Disney is a Master of Marketing. The company has created an iconic brand that endures over time thanks to its ability to connect emotionally with its audience. One of the keys to this success is the use of nostalgia.
Nostalgia is a powerful emotion that can create an emotional connection with the audience through happy memories. Disney has appealed to nostalgia to connect with this audience, and it does it masterfully, through its movies, characters, classic songs, and remakes. For example, the company has re-released classic movies like "The Lion King" and "The Little Mermaid" with great success. These movies awaken the nostalgia of adults who saw them in their childhood, and they also attract a new audience that is discovering them for the first time. This same nostalgia is revived in its theme parks, which invite you to live the magical experience that only Disney can offer. In conclusion, I believe that Disney is the perfect example of how to use nostalgia to build a brand that lasts a lifetime.”
“The Walt Disney Company is truly a well-oiled marketing powerhouse. Disney's integrated marketing approach has remained effective across all channels and platforms for a century, proving its understanding of its brand and how it grows and adapts to its audience. For example, during the COVID-19 pandemic when revenue was declining from park closures and paused movie releases, Disney quickly took action and pivoted their focus to their D2C segment, creating more streaming content, and showcasing how adaptable they can be. They also took a step further and tapped into nostalgia, giving their audience much-needed emotional comfort during those challenging times when everyone was on lockdown with nothing else to do and when TV viewing was at an all-time high.
At its core, The Walt Disney Company is a master storyteller. This forms the foundation of their success across all marketing avenues, including brands, theme parks, movies, TV shows, merchandise, and more.”
“At Disney, we constantly look for ways to grow and stay relevant in a relentlessly evolving world. After over a hundred years of founded, our ability to adapt and transform remains one of our biggest strengths. However, I would dare to say that the success of our company lies in its cast members and their passion for the brand. I've been able to experience firsthand the strategic and creative process of bringing a marketing campaign to life, and it is an extensive task that requires the partnership of lots of different teams. There is a specialist for every area of the business and every single one of them brings excellence to the brainstorming sessions and partner reviews. The secret to our relevancy in the entertainment industry is not in the constant market research or strategy inputs we daily work on but in our culture and community.”
“Over the last 100 years, The Walt Disney Company has demonstrated remarkable adaptability in its marketing strategies to stay relevant and appeal to new generations. Whether it is embracing new technology, implementing diverse characters and cultures in their storytelling, or focusing on interactive experiences for their customers, Disney has managed to maintain its magic while captivating new generations.”
"Disney's marketing excellence lies in its masterful storytelling and adaptation to changing consumer behaviors and technologies. From pioneering television use to launching Disney+, Disney has maintained its core values while innovating for new audiences. Their strategic acquisitions like Pixar, Marvel, and Star Wars, exemplify their success in staying relevant across generations. The absolute commitment to remain relevant, real, and evolve in this ever-changing world also provides evidence to their brilliance."
Storytelling, nostalgia, adaptability, and teamwork culture are the key aspects that have made Disney thrive for 100 years and will keep it the number one in the entertainment industry. The importance of understanding the audience's needs, adapting them to its values and current trends to create experiences that last a lifetime and evoke a nostalgic feeling in all who encounter them, provided exclusively by people who understand Walt’s vision of believing everything is possible.
The success of Disney extends beyond what can be easily explained; it hinges on its ability to connect with people personally, making the brand indispensable to all who encounter it. It all began with a mouse and a black-and-white cartoon, which have become staples for the most magical brand on earth. This brand has evolved, creating, and acquiring new stories with diverse themes, whether it's immersing you in a mission to save the galaxy or inspiring belief in superheroes. From "Steamboat Willie" to "Star Wars," Disney has mastered the art of storytelling, evoking emotions that transcend generations.
Staying true to its values to connect with people by sharing common sentiments is the key to running a marketing empire.
From parks to movies, Disney continues to amaze us with its capacity to imagine and create. I cannot wait to see what will come in the next 100 years and how the legacy of a man will keep connecting with people who believe in his stories and, most importantly, trust that there is magic among us and countless dreams waiting to come true.
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