JC Rodrigues, Director of Disney Interactive Business Unit, discusses how brands can create magical experiences for customers. He argues that brands should focus on mirroring customers' positive emotions rather than just promoting products. An effective brand essence should guide all company decisions and behaviors. Rodrigues also stresses the importance of understanding the human motivations behind technology to build relationships with customers. He provides tips on how Latin American marketers can effectively promote feelings and values to inspire customers.

1. Interview with: JC Rodrigues,
Director, Disney Interactive
Business Unit
“People do not buy products. They buy
what your company believes in and how
you make them feel,” according to JC
Rodrigues, Director, Disney Interactive
Business Unit. “Magical brands
recognize that their main purpose is to
bring positive emotions to customers in
all points of contact, from their product
to their communication,” he adds.
A speaker at the marcus evans Latin
CMO Summit 2013 in Panama City,
Panama, November 7-8, Rodrigues
discusses how Chief Marketing
Officers (CMOs) can create a magical
brand experience.
What makes some products,
services and brands magical? What
effect do they have on consumers?
Brands may have an enormous impact
on people’s lives, and not necessarily
with their products or services, but with
the values they transmit and the
feelings that they give rise to.
Magical brands recognize that their
main purpose is to bring positive
emotions to customers. They do not
waste time and money trying to
convince how “good” their products are,
instead focusing on how they mirror
consumers’ expectations and positive
emotions, acting almost as an iconic
figure of these emotions.
What is your definition of “magic”?
It is the capability of mirroring positive
feelings and emotions from customers,
borrowing or taking ownership of this
emotion in the market and using it to
drive daily business decisions. A
company that takes ownership of
“friendship”, for example, must have
everything from product to customer
support, marketing campaigns and the
sales pitch transmitting the exact same
feelings.
How can CMOs achieve this
“magical” component?
All brands must know their essence. I
do not mean the beautiful plaque over
the president’s desk with the mission
and the vision of the company, which
may mean nothing or be totally tied to
productivity, profit and quality. The
essence of a brand and what it values
must guide all decisions and team
members’ behaviors within the
company. It must determine who will be
hired or fired, and which product to
launch. Once an essence is clearly
defined and recognized by the market,
the company does not need to spend
millions of dollars on advertising in
order to convince the public something
that it perhaps is not.
Why should CMOs understand the
h u m a n i s t i c c o m p o n e n t o f
technology?
Over the past years, we have seen the
growth and decline of many social tools,
websites and apps. We did not have
Facebook ten years ago and no iPhones
six years ago. We do not know how
humans will connect in a few years.
Nevertheless, the essence of human
beings has not changed and every few
months there are new tools to express
that essence.
By understanding the humanistic
component behind tech tools and what
motivations people to use them, CMOs
will be ready to use whatever
technology brings and build a positive
relationship with customers.
Why is it important to mirror
customer beliefs?
Firstly, companies must understand
what type of positive feelings their
brand brings and what beliefs they want
to spread at any point of contact with
customers. Everyone wants to be
around people (or brands) that share
their values and inspire them to be
better people.
What tips for marketing in the
mobile sector could you share?
Mobile has expanded connectivity on
levels that we could not imagine. It has
catalyzed even more the expectations of
an always-on society. Ubiquitous
connectivity demands a ubiquitous
company, always available, through all
possible ways, to provide information,
s e r v i c e s , c o m m u n i c a t i o n a n d
entertainment to customers. “Prime
time” is every time.
Which marketing strategies are the
most effective with Latin American
consumers?
Latin Americans tend to express their
feelings more often and stronger than in
other cultures, which makes companies’
responsibilities in this connected world
bigger. We also tend to have a broad
view of the benefits of spreading good
thoughts and feelings based on brands
beliefs and values. Brands can recruit
their customers to help create a better
world, and the Latin Americans will
embrace the idea.
Any final comments?
Temet Nosce. That means “Know
yourself”. Go deep into what your brand
wants to mean to people.
All brands
must know
their
essence
How to Create Magical Brands

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