Tag: California

Embracing the ‘ Dream Business ‘ . How About Some ” Dreamketing “?

 

A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity ( or should it be AWEopportunity?) to help clients become what they want to be.

 

We shape our words. And then the words shape us.

 

It’s migration time. Get into the ” Dream Business “. The ” Incredible Imaginings Business “.

 

My rant here is that most of us are still mired in the Old Economy, Old Product Thinking. But, all of us, MUST, strategically, take pages from and come to grips with the fact that the winners of tomorrow…will be masters of the dream business.

 

And the vision is to visualise, imagine totally offbeat, even insane schools, hospitals, enterprises, permutations, combinations providing..so so so far from just products and services..” impossible-turned-possible-dreams ‘.

 

The stakes are high. We talked about words shaping us. Here’s the next vocabulary s..t..r..e..t..c..h: dreams.

 

Consider this very inspiring statement made by former Ferrari North America CEO Gian Luigi Longinotti-Buitoni. Dreams are his shtick. Dream products. Dream fulfillment. Dream marketing. Dream provision.

 

” A dream is a complete moment in the life of a client. Important and fascinating experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity to help clients become what they want to be “.

 

Look at the marvellous use of words that shape dreams- ‘ complete moment’ , ‘ tempt ‘, ‘ desires ‘, ‘ essence ‘, ‘ commit ‘ and the beautiful summarising,  ” The opportunity to help clients become what they want to be “.

 

He continues to articulate the difference between ‘ common products‘ and ‘ dream products ‘:

 

Maxwell House versus Starbucks

New Jersey versus California

Hyundai versus Ferrari

Suzuki versus Harley-Davidson

Carter versus Kennedy

Connors versus Pele

CNN versus WHO WANTS TO BE A MILLIONAIRE 

 

Nothing necessarily wrong with the first part of each of those pairs. Each offers a solid workaday response to some need or another. But the second part…the part that comes after versus..” stuff ” that all carries a dreamlike power that goes far far beyond the realm of mere ‘ need fulfillment‘.

 

Longinotti-Buitoni preaches the marketing of dreams. An idea that he compressed into a word, all of his own making called ‘ Dreamketing‘:-

 

Dreamketing: Touching the client’s dreams

Dreamketing: The art of telling stories and entertaining

Dreamketing: Promoting the dream, not the product

Dreamketing: Building the brand around the Main Dream

Dreamketing: Building ‘ buzz ‘, ‘ hype ‘ ‘ a cult ‘

 

And for all the stakeholder apprehension about getting into the dream wagon, the financial returns on dream products are miles and miles beyond those compared to common goods.

 

So, let’s raise the bar. Way, way, way up. Say experience. Say DREAMS. Please!

 

Dramatically ( or Dreamatically). Alter. Perspective.

 

ENDS

 

 

 

 

 

 

Name Place, is it an Animal Thing?

No, this has no reference to the Name-Place-Animal-Thing game that we as kids made our go to on dull nothing better to do afternoons. A game that our parents encouraged us to play in the hope that our grasp of geography, zoology, nouns etc will get an uplift. The days when we had ample monopoly on our time. Days prior to board games like Monopoly and aeons before games like Fortnite took over our days, weeks, fortnights and months. Yes, looking back, those were the daze.
Let me place this right. It’s not about geography. But, going by the names of some of these places, the worry is geography could become history. This rant is about names of some places and the impact (scar is more like it) that it leaves behind.
I am not sure how this place got its name but whosoever was involved in it was sure putting on an act – I am referring to DONGRI. There are strategic brand extensions of it as well like DONGRI Kabootar Wali Chaal(???) but we will leave that for another time. DONGRI? Common, get authentic!
If you think this place has heaps of hidden wealth and this is where the 21st Century gold rush is headed, banish the thought. BANDARWADA holds no such promise. Or premise. It was just Maharashtra’s idea of getting back at Coloma, California, where the first gold rush took place. And there ends the comparison.And the ecstacy.
This one will send a lot of us up shit creek. It’s a place called POO. Yes. POO. Don’t pooh pooh it. POO is a small town in Himachal Pradesh. Whoever hatched this sinister conspiracy, did it in POOr taste. Winnie the POO anyone?
SUAR: When I first heard about this place in Rampur, Uttar Pradesh, I wasn’t too suar..I mean sure. On verifying, it turns out there was actually a swine who named this place SUAR. He sure wasn’t too piggy about his selection. I had half a mind to call him porque but then (pig)let it be!
This place is no push over considering it’s actually Ferry Wharf. Sounds ferry good isn’t it? But try getting a bit verny and it gets called BHAUCHA DHAKKA. What aggression. Almost feels like a violation. Like Saddam’s Kuwait invasion. It’s still coming to terms with the DHOKKA.
This one is no middle of the road place. It’s direct and in your face or rather nostrils. A place called MIDDELFART. A small town in central Denmark. They had no clue the kind of stink that such a name will raise. But there you go, no s(h)itting on the fence! Probably, couldn’t smell beyond their own nose – Who knows?
Who on earth would name a place like this? HELL. Yes, that’s what it is. Heaven can wait. No way in hell should a place be named such, hell no, but because it is in Norway, they got away with it I guess. Would they have hell to pay? I have no clue. Imagine booking an Uber ride to HELL. And paying for it in cash!!! And then rating the ride…go to hell I say.
It’s getting increasingly juvenile from hereon. Time for some local anusthesia. That is what you will need when you discover there is a place called ANUS. As if one intrinsically appended to our anatomy was not enough. The French had to have their back door entry into a town called Burgundy. And anus was their only back up. If you are a tour guide and wielding the microphone, how would you react when you hear her say ‘ we are about to enter ANUS ? Since there is a lot to explore, the stop over here will be an hour, anyone wanting to use the rest rooms may… ‘
Seems nothing will make them change the name of this place. NOTHING. Yes, this uninhabited ghost town in Mohave Country, Arizona. Through the years, the dedicated (non) residents had faith in nothing, hoped for nothing, worked at nothing, for nothing. So much for nothing. About time to re-visit ‘ something is better than nothing ‘. Because nothing is!
We are criss crossing geographies here but closer home there is a one horse town called BHAINSA. Didn’t I predict it? It’s an animal thing. No, this place was NOT the inspiration for Bob Marley’s Buffalo Soldier. It is just Telangana’s retort to the Avenue des Champs-Élysées in Paris. So, try as you might till the cows come home, Bhainsa is not going grazing anywhere.
What’s in a name? Shakespeare had no clue and will definitely change his mind. Till the next rant..
 
Truly
 
NAMEsake!

DREAMKETING

DREAMKETING
We are under prepared. The rant is, that we are still mired in Old Economy, Old Product Thinking. But, we must, in fact all of us, take a cue from the likes of the Virgin Group or Tesla and the likes- and come to grips, strategically, with the fact that Winners in the New Age Economy will be …Masters of the Dream Business.
What would that entail; Totally ‘ insane ‘ schools, hospitals, enterprises, retail..going way way beyond the normal suite of services to be in the realm of impossible made possible dreams.
The stakes are high. In fact billions and billions of dollars. So, lets stretch the narrative here.
Digging back on a presentation that Ferrari North America CEO Gian Luigi Longinotti-Buitoni some years ago in Mexico City. Dreams are his mojo. To quote him from the presentation ” A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the customer. The opportunity to help clients become what they want to be. “
Longinotti-Buitoni preaches the  ” marketing of dreams ” – an idea that he compressed into a word of his own coinage: Dreamketing

​

To guarantee anything in a world gone nuts is well..nuts. So, suggest we take the leap.

Dear Mr CMO, Dear Finance Head, Dear Ms Retail Store Owner. Get an extended lease on your professional life. I will tell you how. Expunge, excise, remove​​ the terms ‘ product ‘ and ‘ service ‘ from your vocabulary. When either of these two words come to your lips, substitute them with ‘ experience ‘ or ‘ dream ‘. That’s all.

This is not a pie in the sky spiel.​ This is a strong business message being sent out by someone, a very practical businessman who has created and enhanced some extraordinary franchises. So, its worth listening to his argument if you are in sync with the fundamental argument that the call of the hour is Totally New Sources of Value Added..in a Totally New Economy.

To ratify, lets put out a grid of ‘ Common Product V/s Dream Product ‘

Common Product     V/s          Dream Product

​Maxwell House                            Starbucks​

Hyundai                                         Ferrari

Suzuki                                            Harley Davidson

Carter                                             Kennedy

​Connors                                        Pele

New Jersey                                  California​

CNN                                               Game of Thrones

​Nothing wrong with the brands on the left of the grid. Each offers regular, solid, every day​ response to some need or another. On the right though are brands with a dreamlike power that go beyond the realm of mere ‘ need fulfillment ‘.

So, dramatically alter perspective. Do not rest until that project passes the test of imagination(or Dreamketing). Raise the bar. WAY, WAY UP! To become what you or your client wants.

ENDS

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