At Walt Disney World a small token turned into a beacon of culture and commitment
Terry Brinkoetter is something of a rarity these days—he began working for a company as a teenager and ended up staying for 45 years. Over that time, he traveled the world and rose through the ranks as part of an army of brand shepherds, helping to uphold and shape the organization’s identity. Along the way, he received numerous service awards, a common practice in many organizations. Long considered a best practice in business, employee recognition is often formalized through service awards—plaques, certificates, or gifts commemorating milestones. These awards play a crucial role in fostering a culture of appreciation, enhancing employee engagement, and reinforcing organizational values.
However, in companies with a deeply ingrained culture of recognition, even simple, everyday items can transcend their functional purpose to become powerful symbols of appreciation and belonging. Even something as commonplace as an employee name tag can take on a meaning that far exceeds its basic function. That’s what has happened with the name tags for the employees of Walt Disney World (WDW).
On the surface, they’re just pieces of plastic—oval, white, etched with a name and a hometown. But for Terry, Public Relations Director at WDW and recently retired after a remarkable 45-year journey with Disney, that name tag was far more than an ID. It was a symbol. A story. A legacy.
As his days with Disney dwindled, Terry began posting daily memories online, chronicling his time with the company. One of those posts during his countdown to retirement featured a photo of his name tag collection.
Over the decades, Terry didn’t just wear name tags — he kept them. All of them. Each one marked a distinct era of his Disney experience, from early days as a tour guide to leadership roles behind the scenes. Alongside the tags were service pins, character badges, and mementos that traced the arc of a life lived in alignment with the company’s core values.
“To me,” Terry shared, “the name tag exemplifies the uniqueness of the Disney culture. In most organizations, only front-line employees wear them. But all across Disney — from frontline to Chairman — all team members wear name tags. They open the door to conversations and remind everyone that we’re a first-name company.”
When he posted a photo of some of his many name tags online, his simple but powerful collection soon caught the attention of coworkers and friends. The response was immediate and heartfelt. For some, it sparked nostalgia. For others, admiration. But for many, it was something more — a moment of reflection on what it means to belong to something bigger than oneself.
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Carol McKeefery Banga, a longtime colleague, commented, “Such a history! I remember having a name tag with my favorite character—Mary Poppins, of course. Terry, your journey is a beautiful reminder that these little things we wear every day represent a much bigger story.”
The name tags, worn by everyone from entry-level cast members to executives, represent more than workplace policy—they are symbols of humility, approachability, and mutual respect. In Terry’s case, they also became symbols of consistency, dedication, and quiet leadership.
One colleague, Chad Emerson, perhaps said it best: “All your retirement countdown posts are pure gold. This one is platinum. It’s awesome that you kept each name tag throughout your Disney journey — like rings on a beloved tree.”
As Terry prepares to frame and hang these badges in his home office, he does so not just to preserve memories, but to inspire. Younger cast members now glance down at their own name tags with renewed pride—reminded that even the smallest emblem, when worn with heart, can shape a culture and leave a legacy.
During his final week at Disney, there was, of course, a party, with speeches and farewell gifts in recognition of his achievements. Though the gifts weren’t really necessary, nor were the speeches. Terry’s name tag said it all.
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Photo courtesy of Terry Brinkoetter
