{"id":403,"date":"2019-04-19T08:54:12","date_gmt":"2019-04-19T08:54:12","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=403"},"modified":"2019-04-19T08:54:12","modified_gmt":"2019-04-19T08:54:12","slug":"dreamketing","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2019\/04\/19\/dreamketing\/","title":{"rendered":"DREAMKETING"},"content":{"rendered":"
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DREAMKETING<\/b><\/div>\n
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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<\/strong> or Tesla<\/strong> and the likes- and come to grips, strategically, with the fact that Winners in the New Age Economy<\/strong> will be …Masters of the Dream Business.<\/b><\/div>\n
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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<\/strong>.<\/div>\n
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The stakes are high. In fact billions and billions of dollars. So, lets stretch the narrative here.<\/div>\n
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Digging back on a presentation that\u00a0Ferrari North America CEO Gian Luigi Longinotti-Buitoni<\/b>\u00a0some years ago in Mexico City. Dreams are his mojo. To quote him from the presentation ”\u00a0A dream is a complete moment in the life of a client. Important experiences that tempt\u00a0<\/b><\/i><\/i>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.<\/b><\/i>\u00a0“<\/div>\n
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Longinotti-Buitoni preaches the\u00a0 ”\u00a0marketing of dreams<\/b>\u00a0” – an idea that he compressed into a word of his own coinage:\u00a0Dreamketing<\/b><\/div>\n
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\u200b<\/span><\/p>\n

To guarantee anything in a world gone nuts is well..nuts. So, suggest we take the leap.<\/span><\/p>\n

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\u200b\u200b the terms ‘ product ‘ and ‘ service ‘ from your vocabulary. When either of these two words come to your lips, substitute them with ‘ experience<\/strong> ‘ or ‘ dream<\/strong> ‘. That’s all.<\/span><\/p>\n

This is not a pie in the sky spiel.\u200b 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\u00a0Totally New Sources of Value Added<\/b>..in a\u00a0Totally New Economy.<\/b><\/span><\/p>\n

To ratify, lets put out a grid of ‘ Common Product V\/s Dream Product ‘<\/span><\/p>\n

Common Product\u00a0<\/b>\u00a0 \u00a0\u00a0V\/s\u00a0<\/b>\u00a0\u00a0 \u00a0 \u00a0 \u00a0\u00a0Dream Product<\/b><\/span><\/p>\n

\u200bMaxwell House\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Starbucks\u200b<\/span><\/p>\n

Hyundai\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Ferrari<\/span><\/p>\n

Suzuki\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Harley Davidson<\/span><\/p>\n

Carter\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Kennedy<\/span><\/p>\n

\u200bConnors\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Pele<\/span><\/p>\n

New Jersey\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 California\u200b<\/span><\/p>\n

CNN\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0Game of Thrones<\/span><\/p>\n

\u200bNothing wrong with the brands on the left of the grid. Each offers regular, solid, every day\u200b 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<\/strong> ‘.<\/span><\/p>\n

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

ENDS<\/b><\/span><\/p>\n

groupisd.com\/story<\/strong><\/p>\n

brandknewmag.com<\/strong><\/p>\n

weeklileaks.com<\/strong><\/p>\n

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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 … Continue reading “DREAMKETING”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[178,277,92,72,64,265,266,267,270,275,269,273,278,276,63,268,274,272,271],"class_list":["post-403","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-brand","tag-california","tag-ceo","tag-cmo","tag-customer-experience","tag-dreamketing","tag-dreams","tag-experience","tag-ferrari","tag-game-of-thrones","tag-gian-luigi-longinotti-buitoni","tag-harley-davidson","tag-imagination","tag-kennedy","tag-marketing","tag-new-economy","tag-pele","tag-tesla","tag-virgin-group"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=403"}],"version-history":[{"count":1,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/403\/revisions"}],"predecessor-version":[{"id":405,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/403\/revisions\/405"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}