Build Worlds, Not Logos

Standing in line at Epcot's Ratatouille ride, I heard the staff chatting in rapid French. Not classroom French — the real, living language of Paris streets. When I asked them about it, they explained: Disney only hires native speakers from each country represented at Epcot.

This isn't marketing.

It's a moment of truth.

Most companies build brands in conference rooms, debating fonts and taglines. But Disney understood decades ago: Your brand lives in details customers discover on their own — like authentic French conversations in a theme park line.

Your brand isn't what you say in meetings.

It's what customers discover when you think they aren't looking.

It's the world you build for them to discover.