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Disney: The Company that (Re)tells Stories. Entrepreneurship

01/28/2025.


Disney Company Entrepreneurship

Disney is one of the greatest examples of how entrepreneurship, innovation in advertising and excellence in customer service can transform a company into a global phenomenon. Since its founding, Disney has become a symbol of creativity, strategy and management, always reinventing the way of telling stories that enchant generations.


The Beginning of an Entrepreneurial Journey

The Disney story began with the vision of Walt Disney, a young man with a passion for art and innovation. Born in Chicago in 1901, Walt grew up in rural Missouri, where he developed a sensitivity to simple, universal themes such as nature and family values. These experiences shaped his approach to creating stories that resonated emotionally with audiences.


Despite financial difficulties early in his career, Walt demonstrated an entrepreneurial spirit. His first animation company, Laugh-O-Gram, eventually went bankrupt, but he persisted. In 1923, he moved to Los Angeles and began building what would later become the Walt Disney Company. This example illustrates the importance of resilience in entrepreneurship: each failure was a learning experience that contributed to future success.


Innovation and Advertising: Disney's Strategy Company Always thinking about Entrepreneurship.

Disney not only stood out for the creativity of its productions, but also for its innovative approach to advertising. From the beginning, Walt understood that a business cannot survive on good ideas alone — it had to know how to sell them. Thus, he created a pioneering model of self-promotion through editorial merchandising and tie-ins .


Editorial Merchandising

This concept involves integrating products and references to other productions within the films, creating a cohesive and interconnected universe. A striking example is the use of Mickey Mouse as the main face of the brand, appearing on toys, clothing and other products. This model revolutionized advertising and helped Disney build an emotional connection with consumers, transforming its characters into part of people's daily lives.


Use of Television and Theme Parks

Television was another turning point in Disney's strategy. In the 1950s, Walt realized the potential of this medium to engage new audiences. His collaboration with the ABC network was decisive, both in promoting his animated films and in financing Disneyland, which opened in 1955. This was the first theme park in the world to offer a fully immersive experience, connecting visitors to the magical world of Disney.


Additionally, the success of customer service at theme parks has become a competitive differentiator. Disney has set high standards for service, ensuring that every guest feels special. From impeccably clean parks to rigorous training of employees (or “cast members”), the focus has always been on creating magical moments for guests.


Advertising as Part of the Experience

Disney doesn’t just promote its products; it turns marketing into an extension of the customer experience. This strategic approach is evident in the way the company retells classic stories, adapting them for different contexts and generations.


Films like Fantasia and The Lion King are examples of how Disney uses intertextuality to enrich its productions, creating new layers of meaning for the public. By revisiting popular narratives, the company keeps its productions relevant, generates nostalgia in previous generations and attracts new audiences.


Another important aspect is the synergy between different areas of the business. Disney takes advantage of the success of its films to launch products, develop themed attractions and create personalized experiences. This vertical integration is one of the secrets of the company's success, which turns each launch into an opportunity to strengthen its brand.


Entrepreneurship, Advertising and Customer Service

Disney is an example of how entrepreneurship can be driven by creativity and innovation. Walt Disney believed that the success of a business depended on three main pillars: product quality, excellent service and effective marketing strategies .


The Role of Entrepreneurship

Walt was more than an artist; he was a visionary who saw beyond the present. His ability to anticipate trends—such as the use of television, the creation of theme parks, and the diversification of the brand—kept Disney one step ahead of its competitors. This management model inspires entrepreneurs to invest in innovative ideas, even in the face of uncertainty.


Smart Advertising

Disney’s advertising goes beyond selling. It creates emotional connections with consumers, using narratives that resonate with universal values like love, friendship and courage. The company’s success shows how integrated marketing strategies can transform products into cultural icons.


Excellence in Service

At theme parks, customer experience is a top priority. Disney trains its employees to provide personalized and attentive service, ensuring that each guest has a memorable experience. This attention to detail is a crucial factor in the success of any business, especially in the service industry.


The Disney Legacy

After Walt Disney's death in 1966, his team and family continued to build on his legacy while upholding the same values and principles he established. The release of new films, the expansion of theme parks, and the acquisition of companies such as Pixar, Marvel, and Lucasfilm demonstrate Disney's commitment to continued innovation.


Today, Disney is an example of how entrepreneurship, advertising and customer service can come together to create an enduring and beloved brand. Its ability to tell and retell stories keeps the company relevant in an ever-changing world, inspiring generations to dream big and believe in magic.


Credits: This article was inspired by the work of Bruno Barichello and Ana Luiza Coiro Moraes, experts in communication and self-promotion. Bruno is an advertising and journalism graduate from Centro Universitário Franciscano (UNIFRA), while Ana Luiza has a PhD in Communication from PUCRS and is a collaborating professor in the Graduate Program in Communication at UFSM. The article can be accessed through this link: https://periodicos.ufsm.br/ccomunicacao/article/download/20469/12798

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