Selling Dreams: How to Make Any Product Irresistible

The author gives insight and experience as to what constitutes a Luxury product and Luxury Brand. This will help you improve your products and brand to it's highest pristine level. Get ready!

By page 5, I was entranced by this book. In keeping with its theme, SELLING DREAMS looks at the role of luxury in our lives from the broadest possible perspective. It offers fascinating anecdotes from craftspeople who combine art and business in the realms of cars, movies, food and drink, watches, hotels and more. I was especially pleased to see the illuminating perspectives from great philosophers alongside shrewd business analysis and cultural insight. A very unusual and worthwhile book that I already plan to reread.

Life changing book

Me enseño cómo se vende en el mercado de lujo, Gran Experiencia Great Experience!

Gian Luigi Longinotti-Buitoni's premise is that the best way to sell products is to tap into customers' emotional impulses, which can override their rational thinking. It's a good theory, as proven by how effectively the CEO of Ferrari North America used it in writing this book. As a reader, you can't help but get swept up in the pages of description of wondrous products from the likes of Ferrari, Tiffany, the Ritz and Cohiba. And when you do, it's easy to overlook the fact that the book is slightly repetitive and presents ideas that are far from radical. However, Longinotti-Buitoni's anecdotes about the development of the Ferrari brand name, as well as those of other high-end companies, are sure to delight marketing and advertising practitioners. We [...] recommend this book to professionals in those fields, who will find useful insights, especially in the excellent summaries that come toward the end of each chapter. A clear introduction and a well-executed concluding chapter also help clarify the ideas. There is probably more passion than substance to Selling Dreams, but in the end, isn't that what it's all about?

The writer has some great ideas as well as using some great analagies. One example that stood out in my mind, is the subject of lobster, you can buy it in the store in a plain paper covering or you can buy it in a fine restaurant and have it dressed up to the very finest. You need to be able to show people how the product you are selling will fulfill a dream that they have and not just smiply a purchase.

In der ersten Hälfte des Buches gibt es ein paar gute Ideen, in der zweiten Hälfte werden diese aber immer rarer und irgendwie zerfällt das Buch dort von der Struktur. Möglicherweise ist das Buch für ein anderes Clientel geschrieber, allerdings wird das anhand des Titels oder der Beschreibung nicht klar. Es konzentriert sich relativ stark auf Autos, Tabak, Mode etc. und eine betuchte Kundschaft, während der Einband ein mehr allgemeinere Behandlung des Themas suggeriert. Halb so dick, etwas stärkere Konzentration auf die Hauptideen und es wären 4 Sterne geworden.