Dreamketing
Jooyun Kim's
Spacebranding vol.24
"There is a future of business where customers can imagine."
<Rationality leads to the conclusion, and sensibility leads to action>
Aesthetics, which originated in ancient Greek, is a word that has both the meaning of perception and emotion. In aesthetics, “good things” are connected with religion. Religion is a promise that there is a higher place. Since thousands of years ago, religion has actually used aesthetics to instill a noble image and satisfy the desire for perfection that believers desire. Painting, sculpture, and architecture(space) created for religious purposes have played a role in evoking aesthetic senses.1)
As such, modern design is an aesthetic means of differentiating brands through images and attracting customers' attention and is the key to determining the basic value of a company or object.2) Design goes beyond the good and bad of products and relates to passion, emotion, and intimacy. Studies have shown that 'emotions' play more than twice as important as 'facts' when people decide to buy. Modern people love design. The reason and object of love is ‘design’.3)
'Absorption' design by Hyeonsoo Lee from http://www.hongik-id-degreeshow.com/all-projects/?uid=211&mod=document&pageid=1
Neurologist Donald Calne says, "The fundamental difference between rationality and sensibility is rationality leads to the conclusion, while sensibility leads to action." Initially, find a reasonable reason for what the function of the product is and why this product should be selected. But, It is a sensibility to conclude that 'I like it. I like this better.'4)
<‘Brand Management’ = ‘Design Management’>
Designer Philippe Starck said at Harvard Business Design as follows. “A masculine face can be effective when fighting dinosaurs. But survival in today's world requires intelligence, not strength and aggression. Today's intelligence means intuition."5) The intuition he spoke of refers to ‘design’ as an image. The design makes invisible visible and recognizes invisible through visible.
Design management, a recently popular term, ultimately refers to ‘brand experience’ management. The ultimate goal of 'design management' is 'brand management', and the ultimate goal of 'brand management' is 'design management'. In the end, 'brand management' and 'design management' are the same as both sides of the coin.6) Professor Hong Sung-tae summarizes the brand experience for branding in the following 7E. Extrasonic non-essential element; Emotion emotional element; Empathy empathy element; Esthetics aesthetic element; Episode storytelling element; Entertainment entertainment element; Ego ego element.7)
Seth Godin, the world's most influential business strategist, emphasizes the importance of "design management" and recommends that CEOs must take design courses for successful businesses. It is also said to send the company's designers to the marketing process. And it is recommended that both the CEO and the designer work together in the factory of product development or in the planning process of the business.8)
Design is the core of imagination and creativity, convergence and innovation. Design is the channel through which customers can confirm change and innovation.9) Professor Hong Sung-tae says that what designers in countries that are good at designing do better than Korean designers is not image, but research and positioning. IDEO, an American design innovation company, first asks what companies want customers to experience before starting design. They say that the value of the business to be included in the design, 'uhl', and 'likeness', must be determined first.10)
< Dreamketing>
Where customers can imagine, there is a future of business. In order for a company to succeed, it must provide an element that can stimulate the customer's imagination, which can be called a 'dream'. Dreams ignite customers' imaginations and desires. Customers are no longer satisfied at the level where their needs are met. Customers are beings with individuality and selective taste, and their inner desire is to realize their dreams.
Selling dreams to such customers is now the hope of all companies. With that dream, the company aims to strengthen awareness, trust customers, and guarantee future profits. By combining Dream and Marketing, Gian Luigi Longinotti-Buitoni coined the new term Dreamketing. It proposed a new marketing technique that sells dreams and stories contained in products or brands rather than products themselves.
'SMTATION' design by Kyeongeon Kim from http://www.hongik-id-degreeshow.com/all-projects/?uid=148&mod=document&pageid=1
He presented the criteria through design as follows. The focus of the business is to focus on creating experiences that excite emotions that cannot be overemphasized, such as 'favor at first sight', 'stimulating the five senses', 'expanding dreams', and 'stimulating peripheral nerves'.11) These experiences are created naturally and powerfully in space. Space is a place that arouses the customer's desires and determines the customer's mood, and the customer's dreams through the space.12)
<Space = Democratization of dreams>
The ownership of goods depends on the economic conditions of the customer. It means that there are practical limitations. Perhaps the most expensive item among the items is space. It is the most expensive item to the extent that there is a saying, "Building owner above the Lord." The desire to have more than economic ability or social status can provide is human nature.
That desire becomes a dream because it is what you want. However, if customers do not own space beyond their economic limitations and can experience it, it can be called 'democracy of experience' and 'democracy of dreams'. Just as we read the emotions and impressions triggered by poetry when we read poetry, customers read emotions and impressions in the space prepared by companies.
In reality, customers' trust and awareness of companies that approach customers' dreams are more than they imagine with a space of opportunity to improve their quality of life beyond their economic situation and a space of poetic emotion. This is why we should pay attention to space branding that cooperates and sympathizes with our dreams hidden from customers and corporate visions.
<5 Summaries>
"There is a future of business where customers can imagine."
"Modern people love design. The reason and object of love is 'design'."
"Design is an aesthetic means of differentiating brands through images and attracting customers' attention, and is the key to determining the basic value of a company or thing."
"The fundamental difference between rationality and sensibility is rationality leads to the conclusion, while sensibility leads to action."
"Space is a place that arouses the customer's desires and determines the customer's mood, and the customer's dreams through the space."
1) Frank Wagner, The Value of Design, Verlag Hermann Schmidt GmbH & Co. KG, 2015, pp. 76-79
2) Tom Peters, Tom Peters Essentials Design, DK, 2005, pp. 14, 17
3) Tom Peters, Tom Peters Essentials Design, DK, 2005, pp. 14, 20
4) Kevin Roberts, Lovemarks: The Future Beyond Brands, powerHouse Books, 2005, pp. 42-43
5) Tom Peters, Tom Peters Essentials Design, DK, 2005, pp. 14, 27
6) 권민 지음, "브랜딩", BY UNITAS BRAND, 2012.09.05., 159쪽
7) 홍성태 지음, “모든 비즈니스는 브랜딩이다”, 샘앤파커스, 2012.7.15., 298쪽
8) 남수영·이주형 옮김, 세스 고딘 지음, "보라빛 소가 온다", 재인, 2004.2.28., 143쪽
9) 홍성태 지음, “모든 비즈니스는 브랜딩이다”, 샘앤파커스, 2012.7.15., 219쪽
10) 홍성태 지음, “모든 비즈니스는 브랜딩이다”, 샘앤파커스, 2012.7.15., 225-227쪽
11) Tom Peters, Tom Peters Essentials Design, DK, 2005, pp. 107-115
12) Gian Luigi Longinotti-Buitoni , Selling Dreams:How to Make Any Product Irresistible, Simon & Schuster 1999, pp. 18-23
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