Disney Matters

When I look back on my passion for experiences, it begins with one person.
Walt Disney.
By all accounts, he wasn’t the nicest guy in the world.
But back in the 1950s, he understood brands better than anyone else.
He knew he could keep on churning out animated classics.
But they only engaged a couple of senses at a time.
Walt wanted to invite people into his world.
Give them a multi-sensory experience that brought his brand to life.
He took a bunch of scrubland in Anaheim, and gave us Disneyland.
Visiting the original theme park last week, I realised it’s not about the rides.
They’re over in seconds.
It’s the whole package.
Anticipation as you hear the screams of excitement.
Impatience as you join the queue.
Laughter and sometimes terror.
Then the memories you share after the fact.
Families seem to come together once a year for their trip to Disney.
And he gives them plenty to talk about until next time.
Something that unites them.
There’s that old saying: ‘The family that plays together, stays together’.
In reality, the same principles apply.
Whether you’re mum and dad with 2.4 kids, or a company with 100,000 employees.