No matter where you fall on the “How much I like Disney” spectrum, you have to admit that Disney has a startlingly successful brand. How can you use what they’ve done to help strengthen your corporate marketing?
Our lives are filled with stories. Great books, great TV shows, plays, musicals and movies are all popular in our culture because of the stories they tell. Stories engage us, fascinate us, and sometimes teach and inspire us. Even politics has its candidates with a “great personal story.”
Too many marketing campaigns that I’ve seen are based on features and benefits, rather than stories.