The Challenge
Disney faced the challenge of translating a singular brand promise across its entire global portfolio parks, hotels, cruise line, Disney+, and more with the board approving $60B to revamp and create new experiences.
Our Approach
We implemented a comprehensive brand architecture that repositioned “Happiness” itself: shifting focus from the immediacy of happiness to the longevity of joy. Disney provides Moments of Happiness that transition into long-term emotional benefits creating the imprinting that drives consumers to recreate those moments continuously.
Client
Pillar
The Impact
Customer satisfaction increase
Ticket & reservation lift
Message clarity improvement
