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Purple cow : transform your business by being remarkable

Author: Seth Godin
Publisher: New York : Portfolio, 2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands? Godin showed that the traditional Ps that marketers had used for decades to get their products noticed - pricing,  Read more...
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Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Godin, Seth.
Purple cow.
New York : Portfolio, 2009
(DLC) 2009035849
(OCoLC)438052981
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Seth Godin
ISBN: 9781101179741 1101179740 9781101184554 1101184558
OCLC Number: 608070838
Description: 1 online resource (x, 210 pages)
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 sould 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 --
The 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-Daz 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 --
Brand and company index --
What would Orwell say? --
About the author.
Responsibility: Seth Godin.

Abstract:

In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks and JetBlue and Apple and Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands? Godin showed that the traditional Ps that marketers had used for decades to get their products noticed - pricing, promotion, publicity, packaging, etc. - weren't working anymore. Marketers were ignoring the most important P of all: the Purple Cow. Cows, after you've seen one or two or ten, are boring. A Purple Cow, though ... now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting ... remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won't ignore a Purple Cow. You can't paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth. Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who've taken the message to heart.

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