The secret to increasing brand loyalty. Don’t let it go

We’re pretty sure you’ve heard about the whirlwind success of Disney’s blockbuster Frozen. Not only was it a smash-hit at the box office, the story of Anna and Elsa has been translated into experiences and products across nearly every division of the company, setting off a firestorm of worldwide demand and embodying a modern, contemporary expression of the Disney brand.

Whether it be a plush Olaf doll, a show of Disney on Ice presents Frozen in your hometown, family adventure trips to Norway (the movie’s iconic setting) or nationally televised “Let It Go” sing-a-longs, consumers can’t get enough of the Frozen franchise.

Most recently, Disney has responded to demand by offering an entirely new experience: Frozen Summer Fun LIVE! at Disney’s Hollywood Studios in Florida. It features a procession of the movie’s characters , an outdoor snowfall (yes, in 90-degree weather!), an ice skating rink, live sing-a-long and a nightly Frozen-themed fireworks show.

So, what can other organizations learn from this? When consumers demand more of a product or service…seize the opportunity; don’t “let it go!” And, do so strategically. By giving Frozen fans new, relevant experiences that make an emotional connection with the brand, Disney continues to build loyalty.


At Infinis Consulting brand loyalty course we discuss how customer loyalty is earned by consistently delivering on the brand promise over time. We examine how brand extensions successfully attract new target customers and/or gain a greater share of spend by creating new value and relevance for consumers, while delivering on the same brand promise.

So, how can your organization create a total brand experience that increases consumer attachment? Start by asking these questions:

  1. What are the “gaps” in your brand experience from the customer’s point of view?
  2. What new experiences could close these gaps while creating new value and relevance for consumers?
  3. What details can be considered to “plus” the brand experience for your customers?
  4. What will differentiate your experience from your competitors?

Addressing the gaps in your total brand experience will help ensure that your brand promise remains relevant and highly valued by consumers. And, by consistently delivering upon your brand promise, you will continue to make emotional connections with your customers and keep them coming back for more – over and over again.

Tell us -How can your organization fill in the gaps in your brand experience?

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To know how we can help your organization create exceptional customer experience contact us