Building Brand Loyalty Through Nostalgia and Fandoms | Ilana Gelfand of The Walt Disney Company
Ally and I sit down with Ilana Gelfand, Senior Manager, Global Social Strategy at Disney Consumer Products. With 12+ years of experience in marketing and social media, Ilana has led creative content and brand strategy for some of the world’s most popular brands, including Disney and Loungefly. We discuss Ilana’s illustrious career in selling a lifestyle over a product and how the organic positioning of that lifestyle is the unlock to greater audience connection. We walk through how to drive authenticity within your brand’s consumers through nostalgia, self-expression and niche fandoms.
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