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How Would Walt Disney Market in 2009?

9:34 AM Tuesday December 30, 2008

Tags:Branding, Innovation, Marketing

Walt Disney, the man, was equal parts technological genius and ancient story teller. He drew upon stories that reverberated with our humanity and told them in sizzling new ways that shaped memorable experiences. Simultaneously he knew how to leverage every powerful method of engaging the consumer and he swarmed them with multiple modes of his message always reinforcing the central stories. For example, Snow White was a movie, a ride, a doll, a book, a dress, a television show, a cartoon, and a set of experiences which all were touchstones to the magic of it all.

As companies try to get their voice "out" in the overcrowded, fragmented, 24x7, blog-filled, multi-dialog, Mad Money Cramer kind of world of 2009, executives need to think carefully about their core stories to customers, employees, and investors - and to use all relevant media to orchestrate the message across the global information network.

In that spirit, I'd like to outline what I think are the core principles that we can all learn from Disney:

  1. Know the story is king. Humans like to read about humans and whether you are selling CAT scanners, or auto insurance, every message must have a story that resonates with the human condition at its core. Almost all great stories have ancient roots.
  2. Utilize the newest technology to tell that ancient story in a new way. For example, if your firm serves businesses but does not have a marketing message that can be consumed over a BlackBerry then you're behind; if you serve consumers and don't have applications in the Apple App Store, you're out of touch.
  3. Coordinate the message across the media. When you leave Disneyland you stroll down a Main Street populated with dolls, and shirts, and hats, and media that all are linked to the wonderful experiences you just had. In today's fragmented world, executives must reinforce key messages by having multiple, consistent, coordinated touch points for the same idea.
  4. Have the courage to innovate. Walt Disney initially funded both Disneyland and Disneyworld out of his own pocket, and then sold them back to the corporation because they did not want to take the first risks. Be braver.
  5. Ride your uniqueness. Disney received enormous press coverage and accolades because he was doing new things. For example, if you have a direct sales force, what new stories have you given them so they can market themselves on Facebook or LinkedIn or over the BlackBerry? How have you helped them tell a great story about your firm and its services? If you do it, they will talk about it and the media will report on it.
  6. Stay on message. With Disney, you only had to see the Castle to conjure up the entire set of thoughts and dreams.

I am optimistic that this downturn will cause people to do more with less. We can draw wisdom from Walt Disney, who understood the multi-media, multi-channel, multi-experience world four score years (what are you thinking of now?) before the rest of us. As Yogi Berra said, "You can observe a lot just by watching."

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Comments

Thanks for the great post John. I was not aware that Walt Disney had funded the theme parks out of his own pocket -- really inspiring stuff.

Do you have any additional ideas/examples of what you are thinking on points #3 and #5? I understand the general concepts, but don't have a firm grasp on their application for business in 2009.

Thanks again,
Todd

P.S. I think a short series of posts on each topic in this article would be a great read for the new year.

- Posted by Todd Sampson 
December 30, 2008 1:57 PM

John, you are right on the money about developing an iPhone app. Seems like everyone is doing that. I work for a hard drive manufacturer, and I have been looking for ideas for an iPhone app that we can offer as a value added to our customers.

Shameless plug: If anyone has ideas I would like to hear them. :)

P.S.: The following is an interesting slideshare on story telling:
http://www.slideshare.net/ethos3/storytelling-101

- Posted by Saqib Ali 
December 31, 2008 12:32 PM

John, thanks for writing such a great post! I agree, that we should stay abreast of the news of marketing. There are so many ways to market, that my head spins *lol*. I am working on #2.Utilize the newest technology to tell that ancient story in a new way. That seems to be my downfall, considering that technology moves so fast. I find it hard to keep up! I've decided to subscribe to resources that will keep me ahead! Thanks again!

- Posted by Sharnese LaNier 
January 1, 2009 4:12 PM

Walt Disney is a huge inspiration. Not only was he a creative genius, but he was one of the most productive people in the world.

Did you know he built the first Disney theme park in 366 days? When someone asked him how he did it he simply said, "I used every one of them."

I've been searching for a great biography on Walt, but have yet to find one. Do you know of any great biographies for the genius storyteller?

- Posted by Derek Halpern 
January 2, 2009 10:30 PM

I heard a great story from one of Walt's top managers; (Mike was completely involved in the operation side, he was one of two who went with Walt to Orlando the first time.) Here is the story: After retiring from the Disney organization, Mike ran a type of Disney college for key business leader's. One of Walt's rules was that every place is to be clean at all times. If you have ever been to one of his park's, I doubt you have seen any litter on the ground. One past graduate from Disney college who was also a leader of an American national hamburger chain ran into Mike a few year's later: He told Mike " We finally got it, when the windows are dirty we clean them". Mike tells the story with a comical response...because Walt Disney's rule was: "to clean the windows before they are dirty".

- Posted by Uncle Mark 
January 5, 2009 9:35 AM

Thanks John for the inspiration. I always love to see success stories that reaffirm one of the key principles that I´ve been applying to my career - that risk is a trampoline to bigger and better opportunities. If you have any more success veignettes like this one, I´d love to know. Silvana

- Posted by Silvana 
January 5, 2009 11:00 AM

To me Disney was one of the most amazing inventors to ever live. He had the ability transend his dreams into reality, not an easy feat for the faint of heart. He never let anyone convince it could not be done.

If you want to read his biography, it's called "An American Original- Walt Disney" written by Bob Thomas availible though Disney Editions. I have read several books about Disney and this one in my opinion is the best.

Erich Chieca

- Posted by Erich Chieca 
January 5, 2009 4:26 PM

Great article. I think that one of the things that is attractive about Disney's work is its simplicity, it's creative appeal that reaches deep down and touches as in our humanness.

http://zenstorming.wordpress.com/2008/12/05/creativity-innovation-simplicity/

- Posted by Michael Plishka 
January 5, 2009 4:28 PM

There have been many great innovators but few dreamers that have transcended the realm of fantasy into reality in the same way that Walt Disney achieved.
Thank you John, and all posts, for reminding me that in times of trouble don't forget to dream and 'wish upon a star'.

- Posted by Stephen Martin 
January 8, 2009 4:46 AM

Hey guys,
I know this comment is totally out of subject but please hear me out. I am a student of choeifat school (top school in Dubai) and I would like to apply to harvard business school university =). If any of you are harvard pupils I would love to hear from you. Please contact me to help a guy reach his dreams. my E-mail is ali_themostwanted@yahoo.com.
By the way that was a very inspiring article. I particularly appreciated the lesson that one should shoot for the stars and take a leap of faith. ( be brave) because that is also how microsoft was founded.

- Posted by Ali 
January 8, 2009 11:30 AM

Hi John,
Thank you for your great article.A lot of useful facts and information.
We also will send your link to our daughter Dashenka Wright to Ukraine.She is studiing at the Business Colledge in UK remotely.
Your article about Disney will inspire her, we hope.

Great success and thank you again for your knowledge.

Kind Regards,Helen Wright

- Posted by Helen Wright 
January 8, 2009 6:33 PM

Hi John,
It is a great article which clearly shows that you very a good knowledge of market intelligence and market research. Thank you for giving us the whole picture as we are looking forward for receiving more like this from your hands of knowledge.

Thank you again for sharing your views in terms of marketing. We hold your opinion in highest regard.

Sincerely,
Zeeshan Jawaid
Certified Six Sigma Black Belt (CSSBB)

- Posted by Zeeshan Jawaid 
January 13, 2009 10:22 AM

Hi John,

That's a great stuff reminding us to keep in contact with our customers. I am very impressed with the informformation on how Snow White is being presented in various forms.

Thank you for sharing your knowledge.

Have a Blessed Year.

Sinai Tuitahi
S & K Performance Solutions

- Posted by Sinai Tuitahi 
January 13, 2009 3:09 PM

John-
Great post. While all your points are valid,story as King stands out as the most unappreciated. We do branding and marketing for professional services firms and I'm constantly amazed how easily and frequently professionals slip into buzz words and jargon. As human beings we learn,feel and remember what we learn from stories. Case in point, your Walt Disney tale. Well done....lwf

- Posted by Lee Frederiksen 
January 15, 2009 6:04 PM

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John Sviokla

John Sviokla is vice chairman of Diamond Management & Technology Consultants, Inc. (NASDAQ: DTPI). Prior to joining Diamond, Dr. Sviokla researched and taught at the Harvard Business School for twelve years in Marketing, MIS, and Decision Sciences. His extensive writings have appeared in books and journals including the Harvard Business Review, Sloan Management Review, Fast Company, and the Wall Street Journal. He is a frequent speaker at executive forums worldwide and earned his BA from Harvard College, and his MBA and DBA with a major in management information systems from Harvard University. He can be found at www.sviokla.com

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