Here is the story:
http://www.cmo.com/articles/2016/1/20/disney-legend-marty-sklar-shares-walts-secrets-to-irresistible-brand-stories.html
Here is a snippet from that piece:
1. Walk In Your Audience’s Shoes
Imagineers take “know your audience” to a whole new level. When creating attractions, they experience the park as their guests do so they can understand how they feel every step of the way.
When Imagineer Bob Weis traveled to China, he learned that the hit “Pirates of the Caribbean” attraction wouldn’t work in Shanghai because the popular ride didn’t feel exciting to the Chinese. Instead, Disney is building a “whole land with live action and (a) boat that turns around,” Sklar said. “They made major changes because they talked to the audience.”
Other brands have run into similar hurdles when expanding globally. Starbucks has struggled to establish itself in Australia for years because it cannot capture Australians’ tastes or compete with local shops. Whether you’re trying to sell roller coasters or coffee, you must walk in your audience’s shoes.
Happy Reading,
J.W. Gant
Imagineers take “know your audience” to a whole new level. When creating attractions, they experience the park as their guests do so they can understand how they feel every step of the way.
When Imagineer Bob Weis traveled to China, he learned that the hit “Pirates of the Caribbean” attraction wouldn’t work in Shanghai because the popular ride didn’t feel exciting to the Chinese. Instead, Disney is building a “whole land with live action and (a) boat that turns around,” Sklar said. “They made major changes because they talked to the audience.”
Other brands have run into similar hurdles when expanding globally. Starbucks has struggled to establish itself in Australia for years because it cannot capture Australians’ tastes or compete with local shops. Whether you’re trying to sell roller coasters or coffee, you must walk in your audience’s shoes.
Happy Reading,
J.W. Gant
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