The heart makes the mouse: Disney's approach to brand loyalty

Abstract

One defining factor of the Disney brand is an unwavering loyalty from guests (Disney-speak for customers). This loyalty not only helps drive the company's success but also creates a unique dilemma: the need for continued growth and innovation while maintaining the core values set forth by Walt Disney himself. How exactly does Disney do it? And can this success be achieved with other brands, in other industries? Disney believes it can, and, through Disney Institute, spends countless hours each year with businesses, institutions and non-profits across a variety of sectors, sharing the guiding principles that have shaped Disney's approach to the customer experience, which ultimately results in brand loyalty.