CMO Jennifer Lund: Evolution of the brand: from a logo to an experience

A couple of weeks ago, along with my 10-year old daughter and husband, we experienced our first-ever Disneyland adventure. I had always heard that Disneyland was a place where magic comes alive. And I have to say that I wasn’t disappointed.

As one of the world’s most admired companies – Disney – takes delivering a great customer experience to a whole other level.

We experienced the “magic” in everything: from the shows and the beloved Disney characters, to the impeccable service, all the way down to the beautifully-kept Disneyland grounds. We were wide-eyed. We were giggly. We were “wow-ed”.

As a marketer, I couldn’t help but wonder how does a company create a “wow” experience? What is the secret?

It’s about interactions, not transactions

The world is in the midst of a digital transformation. Digital technology has fundamentally changed the way we operate, including the way we do business. Where we used to meet and talk face to face, conversations and relationships now take place over social media and online.

Buying habits have also changed. As consumers, we are much more informed than