Talking Point: The Disney Institute Blog

The Secret to Increasing Brand Loyalty? Fill In The Gaps, Don’t Let It Go

July 17, 2014 by Bruce Jones, Senior Programming Director, Disney Institute

We’re pretty sure you’ve heard about the whirlwind success of Disney’s blockbuster Frozen. Not only was it a smash-hit at the box office, the story of Anna and Elsa has been translated into experiences and products across nearly every division of the company, setting off a firestorm of worldwide demand and embodying a modern, contemporary expression of the Disney brand.  

Whether it be a plush Olaf doll, a show of Disney on Ice presents Frozen in your hometown, family adventure trips to Norway (the movie’s iconic setting) or nationally televised “Let It Go” sing-a-longs, consumers can’t get enough of the Frozen franchise.

Most recently, Disney has responded to demand by offering an entirely new experience: Frozen Summer Fun LIVE! at Disney’s Hollywood Studios in Florida. It features a procession of the movie’s characters (pictured above), an outdoor snowfall (yes, in 90-degree weather!), an ice skating rink, live sing-a-long and a nightly Frozen-themed fireworks show.

So, what can other organizations learn from this? When consumers demand more of a product or service…seize the opportunity; don’t “let it go!” And, do so strategically. By giving Frozen fans new, relevant experiences that make an emotional connection with the brand, Disney continues to build loyalty.

In our professional development course Disney’s Approach to Business Excellence we examine how customer loyalty is earned by consistently delivering on the brand promise over time. We examine how brand extensions successfully attract new target customers and/or gain a greater share of spend by creating new value and relevance for consumers, while delivering on the same brand promise.

So, how can your organization create a total brand experience that increases consumer attachment? Start by asking these questions:

  1. What are the “gaps” in your brand experience from the customer’s point of view?
  2. What new experiences could close these gaps while creating new value and relevance for consumers?
  3. What details can be considered to “plus” the brand experience for your customers?
  4. What will differentiate your experience from your competitors?

Addressing the gaps in your total brand experience will help ensure that your brand promise remains relevant and highly valued by consumers. And, by consistently delivering upon your brand promise, you will continue to make emotional connections with your customers and keep them coming back for more – over and over again.

Tell us - How can your organization fill in the gaps in your brand experience?  

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For nearly three decades, Disney Institute has provided engaging and insightful learning opportunities for business professionals and organizations, teaching them the Disney approach to business….focusing on Service, Leadership and Employee Engagement. To learn more about how you can attend an upcoming course, see our full Course Calendar. Not sure which course is best for you? Try our Course Recommender

Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form

Posted in Business Excellence | Tagged Brand, Loyalty, Frozen, Customer Loyalty, Attachment, Bruce Jones

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