![]() Likewise, by making ‘being remarkable’ a Critical Success Factor for innovation, you get to screen out boring brown cows. Godin offers practical tips to ‘remarkabalize’ your brand through innovation.įor example, by horizontally integrating innovation – getting stakeholder involvement from the board down to lead buyers – you improve the chances of getting a successful Purple Cow to market. Purple Cow is an inspiring self-help book for entrepreneurial marketers who find themselves stewarding big brands where innovation is often no more than me-too copycat cloning. Innovation brains, not advertising or distributional muscle is what is needed to succeed in marketing today. Successful brands like IKEA, Starbucks, SAP, Krispy Kreme, Jet Blue, Google are all built on remarkable products that get talked about. Godin points out that 80% of the 30 newest entrants to Interbrand’s top 100 brand list owe their success to word of mouth around what they sell rather advertising clout. Purple Cow argues that the only way to cut the hyper-clutter of products and advertising today is to innovate something new, unique and remarkable – like a purple cow. This cult book on innovation from marketing guru and bestselling author Seth Godin, has a simple message. What you need to build your brand is a remarkable product or service. ![]() The solution? Stop advertising and start innovating. The old virtuous circle of ‘buy ads – get distribution – sell product – buy ads…’ no longer pays. Top Line: Traditional marketing isn’t working anymore. Purple Cow: Transform Your Business by Being Remarkable.
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