The core value of Disney since its foundation is 'to create happiness' through magical experiences. How incredible it is to see that a world-renowned company uses words like 'magic' and 'happiness' as part of its core value! You can imagine how dreamy this is by comparing it to Samsung's core value, which is 'Success DNA.' With this as the core promise, Disney is ranked No.5 on the list of the World's Most Admired Companies for 2017 as selected by Fortune. This probably doesn't surprise you much, does it?

  The value of Disney is not irrelevant to its profit structure. Disney provides magical experiences with the content it has created. Profits come from of the consumption of said content and experiences as well as their by-products. Verifying consumer satisfaction with those experiences is what determines Disney's success or failure. That's why Disney has closely stitched together a network of content experiences it has created, building this massive brand. Disney strives to enhance the quality of experience in every corner of its business with just two strategies: negative (-) and positive (+).

 Having invented the world's first sound animation, Disney is well aware of how remarkable technology's contribution is to the fulfillment of 'magic.' Disney is also one of the companies that enthusiastically accept new technology in order to deliver the content it sells to customers in the best way possible. Disney believes it's natural to seek help from technology in order to create magical experiences! I found a case in which Disney reduced negative experiences using technology.

 People who visited Disney World after 2013 may all be crazy over My Magic+ and Magic Band. These are system that has increased the quality of the brand experience in Disney World. Disney World is a resort and amusement park with an average number of 48 million visitors a year. Are you excited about visiting this place where dreams come true? If you have a crowd phobia like me, the first thought that will cross your mind will be:

 You only get to enjoy a fun ride for less than 5 minutes after at least 2 hours of waiting in line. To get a glimpse of a parade, you must fight over some space for hours in the middle of the crowd. When you're hungry, you'll end up exhausted in all the lines to find a spot to eat or place an order at the food stands or restaurants. Disney World with a sea of people? What a nightmare. With this much stress, it's not strange to think that it's best to just stay home, with the inequality in your head: 'a short magical moment << a comfortable state with no stress and irritation.'

 In general, managers and owners of many amusement parks have resolved this issue by developing more intense and attractive rides or experiences so that people will still come, giving up on such a 'comfortable state.' However, Disney took a slightly different approach: resolving the issue by directly intervening with the stress factor between one service and another.

  That's right, Koreans might be really surprised to see what the band looks like and what it can do. Excluding the third function, aren't you already familiar with the system? It's so much like the band you wear in jjimjilbang (Korean dry sauna). Of course, this looks much cuter in design. If this band only offered the four functions mentioned above, it would have been merely a somewhat expensive souvenir, without increasing the number of visitors at Disney World. But, this band is interworked with the application My Disney Experience+, which makes the device more useful.

  Using the app, you can decide on your entire schedule in advance before visiting Disney World, because it's an app that allows you to reserve all services inside Disney World. You can make reservations for the rooms in the resort, encounters with Cinderella, restaurants, and all the rides before you even arrive at Disney World. Magic Band records all this data, enabling everyone to enjoy all the services they reserved in advance without any unnecessary stress as long as they tag the band. This service that focuses on a stress-free amusement park is magic itself.

  The case above shows how well Disney understands and makes use of its own idea of brand experience design. Disney obtained three things through the negative experience strategy. First, it prevented the unfortunate event of unpleasant experiences interfering with the brand's 'magical experiences' by implementing a new platform. Second, Disney created an additional profit structure by selling its Magic Band and diversifying its design. Lastly, with these two simple technologies, Disney World promoted its brand image by listening to the voices of its customers and helping them to achieve their dreams. It's a successful case in which the brand not only looked into its services but also did not miss the loopholes between services and took them into account in designing its brand experience.

 The second case is an additional production of a positive experience, which is the strongest point of Disney, which might seem much more familiar to many of you. The general approach to expanding the animation business is to increase the number of animated films released by the production company. Disney chose to come up with one successful item and increase the number of services through which customers could consume the relevant content. Disney expanded its business with the goal of increasing the number of touchpoints through which customers can experience the content in order to increase their affection. Each successful production by Disney helps to secure as an extensive fan base of many age groups as the brand itself.

 This video clip shows Disney Boxed, which I have found during my research on Disney. These days many people make online purchases. Our brand IOPE also came up with a package design considering the process of taking the product out of the box that the customers received. Unboxing, which began as early adopters wrote reviews of new products starting from unpacking, has now become a service that a brand must take into account. Unboxing became popular because the product reviews are delivered vividly by customers that are innocent without marketing intentions. It's such an influential approach that there is even an exclusive channel for unboxing on YouTube. Boxed is developed by Disney as a fan service in line with this trend.

  While unboxing is the process of customers unpacking a box, Boxed shows the process of making and packing the product into a box. Actually, everyone knows these products are not made one by one by manual work as shown in the video, but the video clip, which provides the fun of watching the process of making the products with experts participating in each process and the background that can be enjoyed by fans in each scene, brings more life to the 'finished product in the box.'

  Additionally producing a touchpoint that never existed before by reading the trend of the times and meeting customers' taste is what Disney does best. A well-designed touchpoint doesn't always contribute to direct sales. It does however clearly increase the affection of loyal Disney customers who enjoy consuming new content.

  If there is a place where you can feel happiness through magical experiences, who would say no to that? Disney's VP Tom Boyles said, "Once people feel happiness through something, they tend to repeat similar experiences to find greater happiness." Disney gives variations to experiences so that people can never be tired of consuming its content, which results in constant loyalty and consumption.

 It's the same for the recently released film "Beauty and the Beast," which is an animation by Disney released in 1991 that adapted an orally transmitted story from France. After 26 years in March 2017, it was released again as a live action film. This piece, which has been well loved for a long time with adorable illustrations and beautiful songs, was also turned into Disney's first theater musical in 1994.

 Disney Studio chooses a story and embodies it into a 2D image, which is then turned into a 4D animation. After the film, Disney comes up with a TV series dealing with a follow-up story of the main character to add more life to the character. Disneyland or Disney World offers the content of the animations in a more theatrical way or a ride for customers to experience themselves. There are other countless types of products, so many that it's beyond our imagination.

 The following is a diagram that briefly explains Disney's content reproduction process.

 Disney's greatest asset obtained by additional production of pleasant experiences is its loyal customers throughout the generations, one after another. The versatile experience, designs and timely attempts to develop touchpoints have all resulted in generational empathy, and such efforts by Disney to attract new customers are truly incredible.

 As I have said in Part 1, a brand must have a distinct personality in order to clarify the purpose of brand experience. There might be some gaps in the depth of dealing with a brand ideology depending on the media or touchpoint, but it is necessary to send brand messages with a consistent voice so that people can build a relationship with the brand without confusion. I think no company other than Disney expands business strictly based on this method. So today I talked about Disney, with its great approach to experience design to increase the touchpoints with customers for empathy with the smallest details that are likely to be overlooked. Let me wrap up this column by presenting many of the logo images in Disney movies that reveal such details. See you again next time!