Build the story first, then the product

It's no secret that Disney is one of the most innovative brands in the world. They have a history of creating amazing experiences, characters, and stories that people love - but what you may not know is how they've done it.

Rather than starting with a product and building a story around it, Disney have set themselves apart by focusing on a powerful story first - that inspires people to get behind their brand, and then bolstering it with a dizzying array of products and experiences. This is a good lesson for many brands that are so product-focused that they neglect to craft a compelling brand story. As they say - facts tell, stories sell.

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