| Description |
x, 144 pages : illustrations ; 20 cm |
|
regular print |
| Contents |
Not enough Ps -- The new P -- Boldfaced words and gutsy assertions -- Before, during, and after -- The greatest thing since sliced bread -- Did you notice the revolution? -- Why you need the purple cow -- The death of the TV-industrial complex -- Before and after -- Consider the Beetle -- What works? -- Why the Wall Street Journal annoys me so much -- Awareness is not the point -- The will and the way -- Case study: going up? -- Case study: what should Tide do? -- Getting in -- Ideas that spread, win -- The big misunderstanding -- Who's listening? -- Cheating -- Who cares? -- Not all customers are the same -- The law of large numbers -- Case study: Chip Conley -- The problem with the cow -- Follow the leader -- Case study: the Aeron chair -- Projections, profits, and the purple cow -- Case study: the best baker in the world -- Mass marketers hate to measure -- Case study: Logitech -- Who wins in the world of the cow -- Case study: a new kind of kiwi -- The benefits of being the cow -- Case study: the Italian butcher -- Wall Street and the cow -- The opposite of "remarkable" -- The pearl in the bottle -- Tha parody paradox -- Seventy-two Pearl Jam albums -- Case study: Curad -- Sit there, don't just do something -- Case study: United States Postal Service -- In search of Otaku -- Case study: how Dutch Boy stirred up the paint business -- Case study: Krispy Kreme -- The process and the plan -- The power of a slogan -- Case study: the Häagen-Dazs in Bronxville -- Sell what people are buying (and talking about!) -- The problem with compromise -- Case study: Motorola and Nokia -- The magic cycle of the cow -- What it means to be a marketer today -- Marketers no longer: now we're designers -- What does Howard know? -- Do you have to be outrageous to be remarkable? -- Case study: McDonald's France -- But what about the factory? -- The problem with cheap -- Case study: what should Hallmark.com do? -- When the cow looks for a job -- Case study: Tracey the publicist -- Case study -- Robyn Waters gets it -- Case study: so popular, no one goes there anymore -- Is it about passion? -- True facts -- Brainstorms -- Salt is not boring -- eight more ways to bring the cow to work |
| Summary |
You're either a Purple Cow or you're not. You're either remarkable or invisible. What do Starbucks and JetBlue and KrispyKreme and Apple and DutchBoy and Kensington and Zespri and Hard Candy have that you don't? How do they continue to confound critics and achieve spectacular growth, leaving behind former tried-and true brands to gasp their last? The checklist of tired 'P's marketers have used for decades to get their product noticed -- Pricing, Promotion, Publicity, to name a few -- aren't working anymore. There's an exceptionally important 'P' that has to be added to the list. It's Purple Cow. Cows, after you've seen one, or two, or ten, are boring. A Purple Cow, though... now that would be something. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat out unbelievable. Every day, consumers come face to face with a lot of boring stuff -- a lot of brown cows -- but you can bet they won't forget a Purple Cow. In Purple Cow, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for marketers who want to help create products that are worth marketing in the first place |
| Notes |
First published: New York : Portfolio, 2003 |
|
Includes index |
| Subject |
Marketing.
|
| ISBN |
014101640X |
|
9780141016405 (paperback) |
|
