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Customer Innovation by Marion Debruyne

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04

Connect using the second lens

Zooming out beyond the product

The customer rarely buys what the company thinks it’s selling them. ANON

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CASE STUDY

In early 2011, Disney unveiled a new campaign for its theme parks.1 The surprising part about it? The entire ad showed no Mickey Mouse, no Cinderella castle, no thrill rides, no attractions, no images of the parade of Disney characters. The only images in the ad were children getting really excited, jumping up and down and freaking out as their parents told them ‘We’re going to Disneyland!’ What ...

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