Originally Posted by Loomis
As for your Coke comparison - sure Coca Cola may market regular, diet, or Coke Zero as tasting the same, but certainly there are different comsumer bases for each product. Each one suits different dietary needs - but people don't want to risk flavor for health - so its in Coke's best interest to tell us it tastes the same.
And in the end, I've seen commercials soley focusing on Vanilla Coke, Cherry Coke, Diet Coke, Coke Zero, and Coca-Cola Classic.
I don't think I've seen a commercial where Coke says "Coca Cola brand drinks - Enjoy."
It's always "Coca Cola - Enjoy" or "Cherry Coke - Enjoy" or something like that.
In the interview, Mr. Alisandro says:
As we tail off to the end of the 50th anniversary, we're really changing the way we market not only Disneyland, but market Disney Parks in general. Once the 50th anniversary marketing trails off, you're going to start to see a whole new level of marketing for the portfolio of Disney Parks. So, in the past Walt Disney World and Disneyland marketed seperately... we really didn't talk to each other and we really did seperate marketing campaigns.
In fact, in the Los Angeles area, you might've seen an ad for Walt Disney World and two minutes later seen an ad for Disneyland. So going forward, we're going to market this brand "DisneyParks."
We did a lot of research and understand that what people say about Disneyland is very true about what they say about Disney World. Really, the heart and soul of why they visit are the same. So we figured we could capitalize on that. So given that, we're going to market together. We're going to be launching - we're calling it a new "organizing principle" but it's all around the line "Where Dreams Come True" 'cause we've learned that that is the one, single reason why people come to DisneyParks. Not only here, but around the world.
And to launch that new campaing we're going to be doing a year long celebration that we're calling "The Year of a Million Dreams" It's really gonna see the notion where DisneyParks is the place where "Dreams Come True"
I think it's certainly implied that through the research people don't acknowledge, or know about the difference in the Resorts. So what does Disney do? They capitalize on it.
Instead on continuing to market both, or highlight the differences and the reasons why you should visit BOTH U.S. Resorts, they slap a big new brand name - "DisneyParks" on it - and essentially tell everybody - "yeah, they're all the same. They're all Disney Parks. They all have same tag line. And they're all part of the Year of a Million Dreams. Nothing is different, so pick one and forget about the rest."
I mean, at least, that's what I get from this whole thing anyway...