Meet a Facilitator: Nicole Laura
 What inspired you to become a Disney Institute Facilitator?
My former role within the sales and marketing industry required extensive travel. As I was staying in different hotels, flying on various airlines and eating in countless restaurants, I received a lot of good service; but also a lot of bad service. I realized the bad experiences were either due to a lack of training, employee attitude (hiring the right person for the job) or leadership influence. I knew I could make a difference within an organization that was experiencing these challenges by becoming a Disney Institute facilitator. I also come from a family of educators and Disney Institute allows me an opportunity to be a part of my family heritage and give back to the business community through teaching.
Why are you so passionate about brand loyalty?
I became passionate about brand loyalty at a very young age when my godmother taught me to cook. She also taught me to use the finest ingredients, and she was very loyal to certain brands. I was always aware of how brands influenced people based on how well they were represented, and how well they kept their promise of value. The brands my godmother used kept their promise.
Now that I work for an organization that is one the most recognized brands in the world, I get a chance to dive deep and learn about our strategies, how we implement them and then teach them to others. It’s incredible and, yes, I get excited every time I speak about brand loyalty.
What do you like most about your role?
While I’m teaching Disney business principles to organizations, I’m learning from the participants, too. I like to think of myself as a “subject matter expert in training.” Our company continues to push the envelope in how we deliver our products, and I’m able to witness that first hand and pass the information on to others. In addition, I have a chance to see the expression on the faces of people when I say something that resonates with them. Teaching, influencing change and helping people really makes me happy.
Is there a particular client or participant you remember that had that “ah–ha” moment during one of your sessions?
Yes. During the last day of the new Disney’s Approach to Brand Loyalty open enrollment pilot program, we opened with a video we call, “Signs.” It’s a segment that depicts a young boy using sign language to tell his grandfather about the adventure he had when he went to a Disney Destination. It’s only about 60 seconds long, but it’s a very powerful piece. At the end, a participant stood up before the light came back up in the room.
He signed to me, thanking me for including and recognizing the deaf community. It was a “wow” moment for everyone in the room, and I had to fight back the tears because it was so unexpected. And even if people did not understand what he was signing, believe me, they felt the emotions. At that moment, people understood the power of inclusion and the power of an emotional connection.
Sum up the Disney’s Approach to Brand Loyalty program in two sentences – what’s it all about?
The Disney’s Approach to Brand Loyalty program is an opportunity for participants to learn some proven strategies directly from Disney to strengthen the relationships they have with the existing customers, to learn how to identify those customers who have an affinity, and gain their loyalty. As a result of implementing these strategies, organizations can become competitive in the marketplace resulting in longevity and brand loyalty.
How did the Disney brand become so well known?
The Walt Disney Company values the opinions of Guests and consumers. We listen to them, and we act upon their feedback when appropriate. We strive for perfection, and we only settle for excellence. This is something that has taken time, but as a result we have created a great reputation.
What’s one piece of important advice you can give to companies trying to build a strong brand?
Know who you are. Stay true to your organization’s core values, stay the course.
What can participants hope to take away from attending your program?
Participants will be able to identify gaps within their organization and then take away specific brand strategies that will help them address these gaps. They will have the beginnings of a brand/marketing action plan that will help get them to the next level when they implement what they’ve learned.
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