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
Suzuki Harley Davidson
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.