 In 1992 when Gian Luigi Longinotti-Buitoni became the President of Ferrari North America, he saw Ferrari as "the ultimate factory of dreams, just as New York 's fantasy toy store FAO Schwartz, is to any child." Since promoting the ethereal dreams of a fortunate few had little relevance in the global scheme of things, Buitoni feared Ferrari was not a place in which he could shape his competitive business skills. Out of that fear he discovered a vital theory that would assist any company, person or product to become irresistible: Dreamketing. He realized Dreams Sell. In his book, Selling Dreams: How to Make Any Product Irresistible, Longinotti-Buitoni relates that, I found this brand recognition to be invaluable in today's suffocating competition, where attracting and keeping the customer's attention has become as expensive as it has difficult." After a far-range analysis of high-end marketing and business trends over the past fifty years, Longinotti-Buitoni reveals his innovative marketing idea "dreamketing" which increased Ferrari sales by 80% in North America . Selling Dreams is the practical guide to opening an impractical customer's emotions and passions helping them to seek their own dreams in business as well as in their personal lives. Selling Dreams exposes the fact that doing business is no longer just working. Doing business is a way of living and acquiring knowledge. Selling Dreams is the first book to expand business to include the way companies and people could live to their fullest, searching for eclectic knowledge, developing oneself through art and culture, exploring the senses, and creative emotions of both a company and an individual. All these changes demand dreams. In a world where people are branding themselves, Selling Dreams shows companies as well as individuals how to become irresistible. Mr. Longinotti-Buitoni left Ferrari in July 2000. His previous business interests included his family's giant food business, Industrie Buitoni Perugina, as well as Unilever , Venezuela and Hypo Bank of Munich . Due to his broad experience in banking, luxury goods and branded products, along with his comprehensive international business perspective, in February, 2002 Mr. Longinotti-Buitoni was named President and Chief Operating Officer of London-based Polo Europe, a division of Polo Ralph Lauren. In his speeches, Mr. Longinotti-Buitoni reveals how he transformed products like Ferrari into irresistible brands. With a refreshing, creative and eloquent style he teaches the essence of Dreamketing, the key to unleashing success for businesses, products or even people.
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