The best partnerships reinforce why your customers buy in the first place.

My family and I love Disneyland.

Like millions of others, we discovered that its famous tagline, “The Happiest Place on Earth,” isn’t far off.

The kids are mesmerized.

The moms soak it all in, despite their exhaustion from weeks of trip prep and 25,000+ steps a day.

The dads… well, many are secretly adding up the costs while smiling anyway.

So when I read that Honda is partnering with Disneyland to showcase the Odyssey during D23’s Encanto experience, it struck me as a remarkably natural fit.

Honda isn’t trying to mess with the magic.

It’s showing up exactly where its ideal customers do.

The Odyssey has never been about horsepower, sportiness or prestige.

It’s all ’bout making family life easier.

Where better to reinforce that than one of the world’s largest gatherings of young families?

One of the ideas I explore in I Need That is that great positioning isn’t only about what your product does.

It’s about the life your customer wants to create.

Honda is at Disneyland to align itself with family memories.

Parents who watch their children dance with Mirabel and Luisa from Encanto aren’t evaluating cargo capacity in that moment.

They’re experiencing one of the reasons they bought a family vehicle in the first place.

Great partnerships connect your brand to the outcome customers are pursuing, not merely the product they purchased.

That’s why this collaboration makes so much sense.

The Honda Odyssey and Disneyland are serving the same customer at different moments in the journey.

One gets ’em there.

The other gives ’em a reason to go in the first place.

If you’d like help creating and marketing products people feel compelled to buy, the product marketing consultants at Graphos Product can help.