I don’t think anybody would ever dispute Disney’s Preeminence as brand but thre are some who question exactly how they got there.
Here is an article at Church of the Customer about Disney’s curious decision to close down a successful and profitable web site simply becuase it doesn’t fit “their model”.
Disney’s Virtual Magic Kingdom is a virtual representation of the real-life Disneyland theme park. It’s also an online community for evangelists of Disneyland.
More than a million avatars have been created at VMK. By almost any standard, it’s a popular site.
But Disney plans to shutter VMK tomorrow night, and that’s caused consternation in paradise. Petitions have been signed, protest sites have been created. VMK citizens wonder why Disney would want to close something that solidifies and extends their loyalty.
Here’s one reason: Disney envisioned VMK as an 18-month promotion, not a long-term loyalty effort.
What confidence they must have in their plan to take this action. Here is another article at Small Business Branding:
I took away a lesson in how to make customers love you. Give them a consistent message and over deliver on everything you do for them. I loved the experience so much, I was willing to pay $8 to $10 for a Manhattan (my favorite drink). Back home in a restaurant I would shell out half that amount. Everything cost more, but the brand delivers and so I was smitten. When you love something you are willing to pay more to prolong the experience. Are your customers willing to pay more for your experience? Maybe it’s time you have a hard look at how you deliver to your audience.
I just thought that it was interesting….two different perspectives on Disney’s branding effort.