Project: Golden Dream

[Fiorella de Marco]

ESSAY: WHY TO REBRAND CARDAMINE - GOLDEN CARDAMINE
Author: Fiorella A. de Marco

• 1. Introduction
  The purpose of this essay is to document the current challenges facing our Distribution Network, particularly in relation to the reluctance of our potential customers to use our Product. Based on an analysis of these obstacles and their alignment with our long-term goals in Sirius, a new idea for our Product is then presented - distancing ourselves from established stereotypes and stigmas.
  
  
• 2. External Factors - Our Distribution Network
  Our distribution has been in operation for over two centuries and has gone through several evolutionary stages of its own in that time. However, some stages of its expansion have been marred by violence from both the Liberty Rogues and our raiders, and so our Product's image is tainted by this very violence and slavery in the eyes of our potential clients. To them, becoming addicted to Cardamine means feeding the violent elements whose actions are seen daily in the local news. Our most valued clients from the highest strata cannot afford such an association with violent gangs - whether perhaps because of their warped patriotic sensibilities or the omnipresent paparazzi journalists spying on their private lives.
  
  
• 3. Internal Factors - Client's Own Perceptions
  Becoming a Cardamine user brings an understandable burden to our clients that directly affects their very existence. Once they become dependent on our Product, they must receive it in regular and reliable doses. Our clients were reminded of this painful fact during the near total destruction of Rochester, and many of them died from withdrawal symptoms or switched to the inferior but, from their perspective, more reliable Stabiline. With this unfortunate event, our 'Orange Dream' has suffered a stain on its image that will take a long time to shed, and is a hindrance to our own goals.
  
  
• 4. Potential Solution: New Image - New Beginning
  Not quite, but very close. A traditional marketing tool for entrepreneurs to get rid of negative feelings around their product is to change their brand image and distance it from previous failures and scandals. We need to bring something fresh and new to our market, something exclusive and unconventional - but at the same time, something safe. But how do we achieve this with a product like Cardamine?
  
  
• 5. New Product - Golden Cardamine
  • 5.1. Our New Client
    It is in our interest to target our new Product to the most demanding and important clientele in Houses - the highest corporate, political and military elites. They are expecting something more sophisticated than a quick 'fix' - which will take them to the heights of heaven - but then bring them back down to reality just as sharply. A new Product for such demanding clients should have milder but much longer lasting effects.
    
    For this purpose, of course, we will need to develop an entirely new variety of our crop that will have a milder and longer lasting effect on our clients. Initial quality sensory tests of partially successful crops suggest that rather than the more intense 'Orange Dream', it will be more of a 'Yellow Dream' - which will be appropriately marketed as the 'Golden Dream' to retain the luxurious exclusivity of this Product, and the working name of the variety itself for the time being will be Golden Cardamine.
    
    
  • 5.2. Safe Product
    Our most demanding clientele will not become our customers if they have legitimate reasons to fear for their own existence. For this reason, both the Product itself, its use and the distribution network will have to be much safer and more seamless for our potential customers.
    
    The most common concern, which is also associated with other addictive substances, is the risk and issue of overdose. Compared to the classic Cardamine, this risk will be reduced with our Product by the less intense experience and therefore less strain on our client's metabolism. However, this will not completely eliminate the risk of overdose, and new safer dosing devices will need to be developed for the safety of our customers, which will closely monitor the amount of our Product consumed and the user's vital signs and markers - and prevent further doses if this would lead to a life-threatening situation.
    If all these measures fail, the acute overdose treatment Cardamine will still need to be included with the instructions - also available on a data card for home robotic assistants so that they can save the lives of their unwary masters. If these 'countermeasures' are included in the packaging of our Product, we will not only protect the lives of our customers, but also their potential privacy - they will not need third party medical assistance.
    
    However, the health, anonymity and safety of our clients will have to be linked to another aspect of our new Product - its distribution network. Higher demands will be placed on our end distributors - both in terms of their demeanor and social exposure, as well as the need to keep our clients completely anonymous and to supply them with 100% reliability. There will also be a new need to set up secret distribution centres that will be able to guarantee supply to our customers even in the event of a temporary interruption of supply from space - our long term goal will be to cover a theoretical one year outage, but the initial target will be a minimum of 1 month and the next major milestones will be 3 months and 6 months.
    
    
  • 5.3. New Experience
    All of these measures to ensure the safety and comfort of our customers will require a considerable financial cost - and therefore not only on the price of our new Product itself, but also on the rewards for our distributors. With the higher price, we will also have to introduce higher standards and higher added value to the whole business.
    
    A solution to the value-added issue may be to involve Outcasts who do not directly benefit from the production and sale of Cardamine - craftsmen and artisans. By involving them in the very image of our Product, we will provide our customers with a new and exclusive experience - such exclusivity itself will be the biggest attraction for the most discerning - yet it will also be our soft power in Sirius through these elites. Last but not least, we will also enable the all-round creative development of the artistically and artisanally talented part of our society through new opportunities for their application.
  
  
• 6. Conclusion
  After the Rochester incident, our Distribution Network in Liberty is slowly recovering and gaining new horizons thanks to the involvement of the Xenos. However, a certain scepticism towards Cardamine, especially in terms of its safe distribution and uninterrupted supply to our clients, is hindering the promotion of our goals. This negativity will take us a long time to get rid of and will slow down our economic expansion in the region
  
  The solution to be the creation of a new comprehensive and safer Product with a new approach to distribution and access to customers. Our goal should be to target the highest and most influential elites and regain their trust in the market. This new brand should be as ambitious, sophisticated and exclusive as possible in order to break out of the shadow of the classic Cardamine. This will be achieved through new demands on our end distributors as well as the added value of involving local Maltese artists and artisans who will creatively contribute to the style of packaging or entire themed collections.
  
  
  

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Fiorella Arianna de Marco | As Dawn Mayflower
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