Tag: Kennedy

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

 

 

 

 

 

 

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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