Disney Takes ‘Brand Experience’ to a Whole New Level
By Melody Tran | Oct 16th, 2009
Already modern and clean looking, about to get the makeover of a lifetime. CC License
Disney has always been at the top of its game. With its incredibly successful theme parks, films, cruises, television channel, and celebrities, the company has captured the hearts of not just Americans, but the world. People of all ages, from all hemispheres, speaking different languages seem to find a common ground with the entertainment giant.
And now, in times of economic hardship, where companies and brands everywhere have been trying their best to stand out—without the heavy dent in their bottom line—Disney has decided to take the complete opposite route. The Disney Stores, known to be filled with toys and clothing and more toys with Disney characters emblazoned everywhere, are going through a little makeover.
In true Disney form, according to a New York Times article, the company is giving their chain of stores a floor-to-ceiling alteration. Even its name won’t be the same.
From Disney Stores to Imagination Parks.
Imagination Park. Sounds like a theme park. Funny thing is, it might as well be an indoor playground, filled with high-tech innovations fueled by none other than Steve Jobs, the beloved head of Apple.
Two mastermind companies coming together can only mean extravagance. And extravagance is exactly what the consumer is going to get. Imagination Parks has been designed to not just be a store, but an experience. There will be theaters, which will allow children to select and watch film clips of their choice, have karaoke contests with each other, and video chat with Disney Channel stars.
As if that’s not cool enough, Disney is also implementing the use of hidden features. With a push of a button, you could be talking to Cinderella when you walk by a mirror wearing a princess tiara. And as we all know, birthdays never go unnoticed by Disney. Let someone in the store know, and you’ll suddenly see eight 13-foot tall Lucite trees all around you, sparkling with digital fireworks. Happy birthday, indeed. Feel like the holiday spirit has withered away and died because everyone’s a Grinch lately? Imagination Parks can change that. During the holiday season, the stores will offer “A Christmas Carol” as a film clip available for viewing. Choose it and the store might just suddenly start smelling like…Christmas!
Yes, incredibly over-the-top. But with Disney and Apple working together, what else could we expect?
The real question, though, is how effective it will be. Truthfully, it sounds like the coolest thing ever. But how practical is it for Disney, and Apple, to waste millions and millions of dollars for something like this in times like these? Is it worth the risk?
To a certain extent, yes. Risks need to be taken. Especially in times like these. People are sick of the gloom and doom that news media headlines spout every single day. It’s time to get the nostalgic, happy feeling usually associated with Disney back into the foreground of our lives. And Imagination Parks will definitely not hurt Disney’s brand reputation either.
The most impressive thing about this grandiose project? Throughout it all, Disney has managed to continue capturing the essence of its brand. It’s just another addition to Disney’s consistent message over the entirety of its existence. And by getting Disney celebrities involved in the concept clearly depicts unity throughout the brand. I’m not sure how the celebs feel about having an added responsibility of knowing these children are watching, more than they ever were before. But for the brand, if no one screws up (even though I’m sure they will. These celebs are only teenagers after all), it will show that Disney is not just a brand—it’s a community. Their marketing team knows that what they already have works. And taking risks is good, but a risk like changing the brand image, one that is celebrated throughout the world? That would just be stupid.
I don’t know if Imagination Parks will work. It may be a little too over-the-top. It might not drive people to actually buy anything. Some malls probably won’t appreciate having to create space for the expansion of these stores. But it definitely screams innovation, and I know I’ve got my fingers crossed for Disney and Apple. Go team.
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