The Disney Company has built its success on storytelling to become one of the world's great brands. It uses compelling narratives in film, theme parks, resorts and other ways to engage global audiences. And, it has been doing this for generations.
Joe spoke about how Disney translates ideas into reality through themes.
A theme is a simple statement that distills the essence of an idea and infuses it with spirit and feeling.
Similar to a brand statement but more than a mission statement or key message, a theme is the fundamental building block for the communications and business decisions surrounding a new project.
Once Disney selects a theme it cascades downwards to guide the design and shape of a project. At a working level it gives Disney's people a framework to add, modify or reject suggestions.
Themes lead to stories. And here Disney taps into the ancient art of story telling.
Stories help us make sense of the world around about us. They allow us to find the familiar patterns of life. Joe is quick to add that stories- any story - needs fresh information or insights to keep our interest.
The stories it selects (within a given theme) and the telling of them make Disney so successful, so different. They inspire Disney staff to venture into new ways of thinking in pursuit of creative difference.
Disney is continually researching, seeking new information and challenging its people to enter new corridors of thinking rather than ambling down the predictable hallways of the mind.
So is Disney approach to themes be relevant to you and me?
Perhaps it might encourage us to look for the themes that best sum up what we and companies do. And to seek out the compelling stories that we can use to engage one another and the wider world.
No comments:
Post a Comment