THE PRICE OF MAGIC: DISNEY’S PERSONALITY AND ITS CHALLENGES AHEAD

Have you ever walked into a place and just felt it looked just like it was meant to be? Like if every single thing has been purposely placed to serve a specific purpose? That's how I felt on my last visit to Animal Kingdom at Disney back in December. Everything was crafted in extreme detail, from the immersive theming to friendly cast members that move through the park without being noticed, thanks to subterranean tunnels (Yes, that's true, you can search it up). And that's the magic of Disney; everything is where it is meant to be for you to believe you have been transported to a different world. At Disney you are not a guest in a theme park; you're someone who has been invited to join the story of your favorite characters. But we, as Marketers, have to wonder, does the magic exist outside the parks, too? Is Disney's brand personality aligned with its positioning and relevant to its audience? Allow me to take you on this journey to dive into why Disney gets it right and where it can grow.

ENDLESS RELEVANCE BEYOND MICKEY

Disney radiates a personality that feels both magical and approachable, it is perhaps the greatest symbol of a brand that is family-oriented, fun, and imaginative but, most importantly, that endures the passing of time because it speaks to everyone, everywhere. Disney's secret sauce is to match this personality with staying relevant and connecting with people of all ages. Whether you're a child mesmerized by The Little Mermaid or an adult binge-watching The Mandalorian on Disney+, the brand feels timeless and current at the same time. At Animal Kingdom, I saw families screaming and laughing together on Avatar Flight of Passage, older couples taking quiet strolls on the trails, recent parents with their babies at the animal farm, and even teens in front of the Tree of Life taking selfies. That's Disney; it creates spaces for everyone to feel like they belong. Everyone feels identified with at least one thing.

Mickey Mouse from “Public Domain”. Retrieved 01/14/2025

AUTHENTICITY: LIVING UP TO THE MAGIC

Disney promises magic, and wow, they do give it to you. They deliver from the second you get into that parking lot. Disney surpasses expectations on all counts. And let us not forget the cast members are not employees; they are storytellers. Comparing it with my experience at Universal Studios, you are a customer at Universal Studios, while at Disney, you feel like “the most special guest”. That's a difference that counts. I remember asking for directions at Disney from a cast member, and instead of pointing (like it happened at Universal), the employee walked me all the way, smiling, while dancing with my partner to where we needed to go. It is just small things like these that make Disney shine.

THERE IS ALWAYS ROOM FOR IMPROVEMENT.

While Disney's magic feels endless, there's room to grow. There is one aspect of their personality that is currently under scrutiny: the “for all families” because it has lately been pushing prices that are absurd. A balance between exclusivity and accessibility is due or they risk losing families who form the core of its audience, the fact that planning a trip to their parks costs more than traveling to Europe from Miami, makes me wonder if I should go back or just enjoy a nice "Aperitivo" in Madrid. Spending $300 per person on a ticket that includes wait times of 180 minutes per attraction is closer to madness than magic; thankfully, they seem to be already working on this based on the CNN article I found some months ago.

Change in Hotel Rooms at Disney. Retrieved 01/14/2025

Another aspect that I personally believe they should keep working on is deepening their stories with underrepresented voices, fostering the connection with the diverse audience on the globe is a must,, thankfully, the "Reimagine Tomorrow" program seems to be their card to do so.

ACT ACCORDINGLY TO YOUR BRAND PERSONALITY

Personality, brand positioning, and value delivery should always align, and I think Disney almost does this to perfection; how about your brand? Are you also achieving this? Or what are the points of improvement? If you are interested in learning more about brand personalities and seeing how Disney is a perfect example so you can understand this subject and apply it in your workplace, this article developed by Rachel M. Winsor is a fantastic opportunity to dig deeper into what she calls "The Magic of the Mouse"