Corporate Fandom?

Originally posted July, 2017. Seems fitting for a repost on the heels of both Apple’s latest announcements and the D23 event held recently. I would say my opinion today is the same as it was for the original post. Enjoy!
July 17th, 2017 – This past weekend I was not one of the hundreds of Disney fans attending the D23 Expo and Conference, but I was one of the thousands that watched the various announcements streaming across the Internet. Every Spring and Fall, I too watch the announcements from Apple as they stream across the Internet with executives spinning their products and services “ala” Steve Jobs.
When the Disney stream ended and I had taken back my sense of reality, I started pondering this new Corporate Fandom captivating society. From a pure business perspective, what genius it is to have large throngs of people voluntarily show up to listen to a company pitch their wares. In the good ole days, television shows were unashamedly pitched by corporate sponsors in hope to get people to see their company name and product. Then came the “MadMen” generation where product and placement was important in all medium of ads and placement.
Now we’re seeing the age of Corporate Fandom particularly with Disney and Apple. Both Walt Disney and Steve Jobs were insanely brilliant showmen of their time. They had an innate ability to tap into the subconscious of consumers and connect in a very real way. People actually see the products from Disney and Apple as a part of their identity in some ways.
So why do thousands of people camp out, dress up or wait in insanely long lines to be the first to see and hear about these products? It definitely varies for each individual, but I think in this day and age it’s shared values and interests that connect with the people.
Why do I connect? For me, it’s the family friendly, first class customer service of Disney that I’ve come to expect and how my whole family can enjoy a vacation together. When it comes to Apple, its innovation and design that stands out.
I’m also amazed at the cottage industry of pundits that have emerged (and yes I do watch them) on YouTube to “report” on the latest news from these companies. There is definitely a demand and appetite for the products, information and experiences being developed.
Which turns me to the practical what if? What can companies do to create the next Disney or Apple like hunger? How should marketing departments position their products and services? Or more aptly, how can companies consider their product development and services to inspire such loyalty? I guess the bottom line for both (Disney/Apple) companies is there is a degree of “Fun” that exists in the anticipation and use of their respective products. Coupled with the high standard of quality they represent, I guess it’s not so crazy to see people how people react.
In the meantime, you can find me happily watching the latest YouTube episode about Disney’s announcements on my iPad or Apple TV. Fittingly enough my My Facebook tagline reads “I have three vices, at least at last count: Disney, Apple & Starbucks – all of which guarantee that I won’t be rich anytime soon!” Here’s to good marketing!