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Branding
Skiing vs Disneyland: a five-part anecdotal analysis of brand strategy.

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GREGG
BLANCHARD
       

A while back I took a trip to Disneyland; the first with a child in tow.

As an (over)observant marketer, I watched, I noted, I considered, and I compared. Once I got home I put all those thoughts down into a series of posts about why Disneyland is more similar to skiing that we often admit, and what we can learn from it.

#1: Apples and Oranges
It’s easy to point out the differences between a ski resort and Disneyland, but if you look closer you’ll find that there are a long list of really insightful similarities as well.
Read Part 1→

#2: The Disney Bubble
When you enter the land of Disney, you enter the land of Disney. If there’s money to be made, they make sure it goes into their brand and their pockets.
Read Part 2→

#3: My Ad, Your Ad
Resorts manage a long list of sponsorships and at times those are absolutely the right choice, but it’s interesting to look into Disney’s efforts in that regard because…well…there are none.
Read Part 3→

#4: We’re in this Together
Disneyland has a very specific brand, but it’s amazing to see how well the entire company – every employee, every sign, every color – supports that message.
Read Part 4→

#5: Pricing Predicament
There are a lot of interesting aspects of Disneyland to hold up next to skiing, but pricing? Well, that’s where things get really interesting.
Read Part 5→



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