Business has grown hopelessly out of touch with the people it should be serving. 'The art of moving people' is an attempt to address this situation in order to inspire companies to reinvent themselves as Experience Innovating Brands.
8. So… In order to stay
competitive organisations
have to reinvent themselves
as EXPERIENCE innovating
BRANDS, oriented to
meaningful value co-creation
in an evoking mode
18. Key findings
New competitive advantage is all about value co-creation
Interaction is at the heart of value co-creation
Every event/ experience is a trigger for interaction
Remarkable interactions build relationships
Experiences become the means to guide personal and business
transformations
Quality depends on the infrastructure for interaction
46. Brand behaviour is manifested in its touchpoints
Mark Churchman – Senior global creative director Philips
47. Consumers preferences and
motivations are far less influenced
by the functional attributes of
products and services than the
subconscious sensory and emotional
elements derived by the total
experience
Gerald Zaltman
69. Key findings
If quality depends on the infrastructure for interaction, then
companies need to focus on experience platforms where they can
co-create value through transformative dialogue
To start interacting a trigger is needed, so in order to build
relationships companies need to know what value they want to co-
create with their stakeholders
Now with co-creation being found at multiple points of interaction
it is our challenge to come up with new connectivity-concepts
which are in line with our brands
73. Disney on Branding
Matt Ryan - Senior Vice President Brand Management Disney
Having a brand means having a clear proposition in the
market, so that people know where you stand for. That
identity can make you stand out in markets that are
increasingly cluttered as companies around the globe
compete for the same customer base. You need to have
people who know who you are and that is having a brand.
Part and parcel to that is having customer relationships.
Having people who come to your brand and who you go
back to because you know them and they know you.
Sustaining building those customer relationships
overtime can give you a huge competitive advantage.
74. Vision statement
Walt Disney World will always be dedicated to
making dreams come true. In this magical world,
fantasy is real and reality is fantastic. A wonderful
sense of community awaits where all are greeted
as welcome guests who become cherished friends.
For all who work and play here, Walt Disney World
will be a source of joy and inspiration.
75. Essence statement
Walt Disney World is a magical passage into a
world of fantasy and adventure. Here we can wish
upon a star, experience the impossible and bring
our dreams to life. Together, treasured friends
discover a wonderland that dazzles, delights, and
renews through all the seasons of a lifetime.
76. Mission statement
Our mission is to honour our heritage and
continually reinvent Walt Disney World.
“Disneyland will never be complete. It will continue
to grow as long as there is imagination left in this
world”
Walt Disney
77. Brand Values
Honesty We deal with each other in a sincere and straightforward manner
Integrity We act in a manner consistent with words and beliefs
Respect We treat others with care and consideration
Courage We pursue our beliefs and perseverance
Openness We share information freely
Diversity We respect, appreciate and value everyone (R.A.V.E.)
Balance We strive for stability and vitality in our lives
“When values are clear decisions are easy”
Roy Disney
80. Remember; You CANNOT fulfill a purpose
You cannot create happiness, but
you can create the circumstances
in which happiness can occur
Chip Conley (Joie de Vivre)
81. At Walt Disney World
happiness is found in
personal transformations
!
92. Disney Brandweb
7 Dimensions
21 Questions
Minimum score of 17
Experience; Is our experience innovation unique?
1. Is our innovation an immersive experience which
relates to all senses?
2. Does our experience innovation bring joy to families?
3. Is our experience innovation a Disney creation?