Ever since I heard Richard Hytner mention this book at PICNIC, I became somewhat obsessed with getting the Dream Society and finding out what it was all about. I looked all over (even almost missed my plane home from Amsterdam going to bookstores to find it) and finally got it on Amazon.com and I've ben reading it for the past for weeks. Any book that touts storytelling as the future of brands is alright in my mind! I'll post more later, but thought I'd get some quick information posted tonight. I understand the book has just been updated, although not available in English yet), so you might want to wait to get the updated version.
Dream Society profiles the six major markets that target our basic emotional needs. Those needs for:
Adventure Togetherness To care and be cared for To define ourselves To feel safe and secure To demonstrate our convictions These form the foundation of the Dream Society. The book provides examples of successful companies, like Nike and Rolex, that already understand those markets, and meet and profit from them. It emphasizes the necessity for all organizations to harness these markets so they can thrive in the future.
We as a society need stories of success of the will to achieve regardless of the cost, and we are willing to pay for them. The best story The book’s conclusion is that emotions will become increasingly important in the marketplace; thus the story that sells best will be the one appealing to emotions. The tangible product will become a byproduct. Maybe best illustrated if one pictures meeting a friend who has been shopping, happily exclaiming “I bought the loveliest story about loyalty and then this watch came along with it.” The work was initiated from the perspective “what do I know – what do I believe.”
Link: DreamCompany: The Dream Society Book.
Comments