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Image Positioning - Differentiate to Communicate Value [6]

[Do what you do so well that they will want to see it again and bring their friends. Walt Disney]

American society is intrigued by image. Consider this related word – imagine. Disney is all about the customer experience and emotionally and magically transports guests to another time or place. Image is often associated with entertainment, fashion, and technology markets. Corporate image is the reputation of an organization viewed by its various stakeholders – investors, employees, customers, business partners, communities, etc. All companies have a singular corporate personality that differentiates them from their rivals. The communication challenge is to manage and enhance the firm’s identity over time.

A perceived image is based on two components: 1) what the company does and says, and 2) what the customers/market say about the organization - this is more important. Companies must manage a strong IMC (integrated marketing communications) program consisting of advertising, selling, sales promotion, online, social media, and public relations activities. Customer-generated content such as Facebook posts, tweets, blogs, and online communities can dramatically impact organizational performance.

Perhaps your company is not a global giant – does image research make sense for you? Consider these seven queries as you revisit your marketing communications strategy: 1) How important is image in your value proposition?, 2)  Should it be even more important?,  3) Does your image clearly resonate with your target market?, 4) How can you get your customers and the market to share more positive messages about your company?, 5) What is your main point of differentiation from your competitors?, 6) Should coolness be a major or minor part of your IMC strategy?, and 7) How can you best tell your business story to communicate value?

This blog post is the 6th in a series extracted from Superior Customer Value – Finding and Keeping Customers in the Now Economy, 4th Ed. (2019, Routledge Publishing/ Taylor & Francis). For further information contact Art Weinstein at, 954-309-0901, 


  1. Image is something that can truly make or break a company, this is why so many businesses go above and beyond to make sure that they have a great brand image. Disney is probably one of the best at this. As a company, Disney appeals strongly to the consumers five senses, which greatly resonates with their market. The company has spent millions of dollars to distort the reality of its guest. By doing this they give consumers a magical feeling that is unmatched by any other company/industry. The main result of this is that Disney has strong image and high consumer reviews. The image that Disney has gained over time has allowed them to cross many barriers and become a global business leader.

    1. Is it distorting reality or taking consumers to a happy place? AW

    2. I could see how it is both, taking consumers to a happy place BY distorting reality with life-size cartoon characters.

    3. Disney does a great job capturing their ideal image for their target market. Brining family entertainment in as many aspect as they can through their amusement parks, television, movies, products, and customer service. They always add a little extra pizazz in order to make their image a more magical experience for the consumer.

  2. Disney’s culture is all about giving customers the best experience possible and the cast members go out of their way to do so. If you walk into Disney and tell them it’s a special occasion (first time in the park, birthday, anniversary, etc.), they will give you a button for that occasion and cast members throughout the park will take notice and wish you a wonderful day. If you have children dressed as characters, cast members will make them feel like they really are those characters by asking for their autograph and even venture through the park with them on “quests.” This image has customers coming back for more and has even sparked a trend in people becoming cast members themselves. The fact that both the cast members and customers have such a “magical” experience makes Disney a more attractive place to be.

  3. Image Positioning can differentiate one company from the other, Each company has its own way of being recognized and interpreted by the consumers. Customer experience and  customer-generated content on social media platforms is something more valuable than what the company does and says itself. The way a company represents itself can create or destroy a company's success. Some companies, like Disney, go above and beyond with their IMC (Integrated Marketing Communications) consisting of advertising, selling, sales promotion, online, social media, and public relations activities. Disney always puts a lot of effort on creating an unforgettable experience for customers making them have a magical feeling whiles in there. This gives Disney a lot of great feedback since it can impact any type of customers regardless of age and tastes. Now, Disney has become a worldwide marketing and business leader by the way they target their market.


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