Chris Reed
Aug 22, 2012

Disney powers magical business thinking

The Disney Institute have created a partnership with Singapore’s Nextu Institute of Service Excellence (NISE) to enable Disney-thinking to benefit businesses in Singapore.Never heard of the Disney ...

Disney powers magical business thinking

The Disney Institute have created a partnership with Singapore’s Nextu Institute of Service Excellence (NISE) to enable Disney-thinking to benefit businesses in Singapore.

Never heard of the Disney Institute? Me neither before I saw the marketing for the NISE in Singapore. On first glance it may seem strange to create some Disney Graduates but on second look it’s a very innovative, imaginative and attention grabbing partnership (even if the graduation caps are a little Mickey Mouse...)

NISE was set up with the aim to help Singaporean companies achieve strong business results through service excellence and constantly drive the country’s service standards to greater heights. It’s ironic that they choose Disney as a brand and content partner given how many times Singapore is described as Disneyland with the death penalty!

Disney is a powerhouse business brand that got to the top in it’s markets by creating an effective organizational culture founded in

values-based leadership, where employees are recognized for their achievements, encouraged to work as a team and think creatively and break the confines of status quo to surpass the expectations of the world.......

Well that’s the PR spheel anyway, anyone who has seen John Carter and see what business that didn’t do may wish to argue some of these points….nevertheless the main business principles are  those at the centre of the Disney Institute which they are trying to pass onto the next generation of business leaders.

NISE are using Disney as a USP in a market full of training programs with everyone trying to get ahead of their competition. They are promoting the fact that:

Disney showcase practical and real world expertise that is easy to adopt. They are similar to your organization in terms of real business issues. They have a track record or proving ROI. They are recognized as best in class. They are interlinked to current Disney business managers which enables them to update and keep topical their teachings.

Actually teachings in this course include: Disney approach to selection, training and engagement, Disney’s approach to leadership excellence, Disney’s approach to sustaining a culture of service excellence and Disney’s approach to brand loyalty.

What I really love about this partnership and the approach is the NISE have looked outside the box and teamed up with a brand that brings creative thinking that can be used as a catalyst for change, in many respects that sums up Singapore, change is their middle name. Only the only other day I was watching a Discovery Channel documentary on the history of Singapore from only 10 years ago and half the city wasn’t there!!!

Disney believe in utilizing the power of their theme parks to demonstrate their business thinking but as Singapore has a Universal Studios theme park I guess they’ll be making the short hop to Tokyo, Hong Kong or China to demonstrate this.

As long as I don’t have to wear one of those graduation hats with the ears in I would happy to listen and learn from one of their more creative and interesting training programs.

Tags

Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.