“Thems that own and thems that dream” is a statement that I have used when planning branding strategies for many years. The concept is that in order to build a premium brand you have to market equally to two groups of people.
Take a Ferrari for example. Very few people in the world will be able to afford to own one of these cars. According to this study Ferrari has built about 130,000 cars in its’ lifetime. To put that number in perspective, any one of the major car companies (GM, Toyota, Honda, Ford) sells that many cars in a month! So how is it possible to have a worldwide brand that is known when your competition builds 100x more than you? The answer is marketing to the people who dream of owning your product.
Branding to the dreamers is what creates the desire amongst the people. The more people that dream of owning your product, the more people will when given the opportunity? So in your marketing, when your branding, make sure your focused on the people that will seemingly never be able to afford your product or service. If they show an interest in you and dream of owning your product, they can do as much to build the brand as the person who could buy it.
