Business has grown hopelessly out of touch with the people it should be serving. 'The art of moving people' is an attempt to address this situation in order to inspire companies to reinvent themselves as Experience Innovating Brands.
Key findingsNew competitive advantage is
all about value co-creationInteraction is at the heart of value co-creationEvery event/ experience is a trigger for interactionRemarkable interactions build relationshipsExperiences become the means to guide personal and businesstransformationsQuality depends on the infrastructure for interaction
Key findingsIf quality depends on
the infrastructure for interaction, thencompanies need to focus on experience platforms where they canco-create value through transformative dialogueTo start interacting a trigger is needed, so in order to buildrelationships companies need to know what value they want to co-create with their stakeholdersNow with co-creation being found at multiple points of interactionit is our challenge to come up with new connectivity-conceptswhich are in line with our brands
Disney on BrandingMatt Ryan -
Senior Vice President Brand Management DisneyHaving a brand means having a clear proposition in themarket, so that people know where you stand for. Thatidentity can make you stand out in markets that areincreasingly cluttered as companies around the globecompete for the same customer base. You need to havepeople who know who you are and that is having a brand.Part and parcel to that is having customer relationships.Having people who come to your brand and who you goback to because you know them and they know you.Sustaining building those customer relationshipsovertime can give you a huge competitive advantage.
Vision statementWalt Disney World will
always be dedicated tomaking dreams come true. In this magical world,fantasy is real and reality is fantastic. A wonderfulsense of community awaits where all are greetedas welcome guests who become cherished friends.For all who work and play here, Walt Disney Worldwill be a source of joy and inspiration.
Essence statementWalt Disney World is
a magical passage into aworld of fantasy and adventure. Here we can wishupon a star, experience the impossible and bringour dreams to life. Together, treasured friendsdiscover a wonderland that dazzles, delights, andrenews through all the seasons of a lifetime.
Mission statementOur mission is to
honour our heritage andcontinually reinvent Walt Disney World.“Disneyland will never be complete. It will continueto grow as long as there is imagination left in thisworld” Walt Disney
Brand ValuesHonesty We deal with
each other in a sincere and straightforward mannerIntegrity We act in a manner consistent with words and beliefsRespect We treat others with care and considerationCourage We pursue our beliefs and perseveranceOpenness We share information freelyDiversity We respect, appreciate and value everyone (R.A.V.E.)Balance We strive for stability and vitality in our lives“When values are clear decisions are easy” Roy Disney
Disney Brandweb7 Dimensions21 QuestionsMinimum score
of 17Experience; Is our experience innovation unique?1. Is our innovation an immersive experience which relates to all senses?2. Does our experience innovation bring joy to families?3. Is our experience innovation a Disney creation?