“Purple Cow: Transform Your Business by Being Remarkable” by Seth Godin
Publishers Weekly describes the book as “The world is changing ever more rapidly, and the rules of marketing are no different, writes Godin, the field’s reigning guru. The old ways-run-of-the-mill TV commercials, ads in the Wall Street Journal and so on-don’t work like they used to, because such messages are so plentiful that consumers have tuned them out. This means you have to toss out everything you know and do something “remarkable” (the way a purple cow in a field of Guernseys would be remarkable) to have any effect at all, writes Godin (Permission Marketing; Unleashing the Ideavirus). He cites companies like HBO, Starbucks and JetBlue, all of which created new ways of doing old businesses and saw their brands sizzle as a result. .. His wide-ranging advice-be outrageous, tell the truth, test the limits and never settle for just “very good”-is solid and timely. ”
My notes on what I found to be of particular interest…
The traditional P’s of Marketing: Product, Pricing, Promotion, Positioning, Publicity, Packaging, Permission, Pass-along
According to the popular theory if these elements aren’t all in place, the marketing message is unclear and ineffective.
At a certain point in the evolution of marketing, it became clear that following the Ps just isn’t enough. This book tells about a new P — Purple Cow — that is extremely important to marketers in today’s fast-paced, highly competitive business environment. Purple Cow refers to a product or service that is different from the rest and somehow remarkable. Purple Cow tells about the why, the what, and the how of remarkable.
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