Kirstie Kelly

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.

This summer, we all knew one person's dream quite well. Michael Phelps had his heart set on achieving something that had never been done before: winning eight gold medals in one Olympics. We all watched as he did just
that and achieved yet another dream for himself, his relay teams and team USA—all the while breaking many of his own world records in the process.
As marketers, we must think about what customers dream about when it comes to products and services. How will you go about discovering your customers' dreams this upcoming year?

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