way
companies produce and sell. In order to win in this revolution,
companies have to connect with their customers' imaginations. They have to surprise and challenge them.
Companies have to sell dreams.PNo one has been better at
the business of selling dreams than Ferrari.
The company has achieved an unparalleled position in
the business world with a product renowned for its excellence. But Ferrari is also a master at selling dreams.PGian Luigi Longinotti-Buitoni, President and CEO of Ferrari North America, shows in this book how any
company can create a dream product or service. Yes, there are
companies, such as Ferrari, that focus solely on dream products and services. But there are also
companies in all industries whose products can ignite their customers' dreams. With a single dream product, these
companies can achieve blockbuster successes that establish their brands for years to come.PSearching for answers beyond
the realm of business, Selling Dreams reveals
the principles of dreamketing, in which brand management is elevated to an
art form, compelling artists, market sociologists, and executives to conjure up images that not only take hold of
the collective customer consciousness but also attract lasting interest in products and services that will set tomorrow's trends. Longinotti-Buitoni examines how even
the most unlikely products -- cigars, athletic
shoes, cosmetics, and even our own bodies as products of
the fitnessindustry -- have become
the ultimate dream products.PWhile most businesses have reached saturation points,
the business of selling dreams has no limits.
Companies can no longer count on inflation and interest-rate decreases, cost-cutting, or restructuring to sustain higher earning growth. ?è
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