The imagination revolution

Imagine a world without people. Imagine people are without imagination. That’s absolute blackness, don’t you think?

Every technological, political or social breakthrough is a product of someone’s fantasy and action. A fantasy can change a million realities. That Walt Disney fiddled with the idea of a huge amusement park with colourful displays based on his films- created Disneyland in America, Europe and Asia. Each centre hosts millions of tourists annually. The massive transformation of the hitherto filthy Lagos environment through the Mega City Project by the Governor, Babatunde Fasola, is another product of imagination.

Albert Einstein says, “Imagination is more important than knowledge. Knowledge is limited. Imagination encircles the world.” Knowledge is the seed of imagination. Imagination causes revolution. Let it develop the wings of the eagle in your mind. Dream. Do. Achieve.

Brands that create stories that spark customers’ imagination will always win. The Information Age will not last as long as the previous. The next wave- the Imagination Age, is already upon us. Brands’ pay-offs now convey messages like Rule your World (Glo), It’s in you (Peak Milk), One day, cars will drive themselves (Bank PhB) and There’s a drop of greatness in every man (Guinness).

Consumer brands are now moving us into the Imagination Age, developing brand concepts that introduce us to who we are or who we can be. This adds emotional and psychological value to us through the power of imagination- and it works! We buy the products because we want to get that emotional or psychological value.

Your idea doesn’t have to be as big as Disney’s or Fashola’s, do it your way. Big things were once small. Start small.


Pix: Microsoft office images