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Purple Cow
wat is een purple cow?
mass-marketing
oud vs new
in de praktijk
order.app?
gevaren?
eigen bevindingen
conclusie
wat is een purple cow?
wat is een purple cow?
4Pʼs
          P


wat is een purple cow?
P         P

     P         P
wat is een purple cow?
Plaats    P
               roduct




     Prijs     P
               romotie




wat is een purple cow?
Plaats    P
               roduct




     Prijs     P
               romotie




wat is een purple cow?
wat is een purple cow?
nieuwe consument




wat is een purple cow?
weinig tijd
          veel (te veel) aanbod
          kritischer

   nieuwe consument




                                  belang van Purple Cow?




wat is een purple cow?
mass-marketing
= boring!
= boring!
    verzadigde markt
= boring!
    verzadigde markt

     giga merken
= boring!
    verzadigde markt

     giga merken
= boring!
    verzadigde markt

     giga merken
= boring!
    verzadigde markt

     giga merken
oud vs new
oud vs new
oud vs new
mass-marketing
  massa luistert niet
  boodschap = verloren




                  oud vs new
mass-marketing             niche-marketing
  massa luistert niet
  boodschap = verloren




                  oud vs new
mass-marketing                      niche-marketing
  massa luistert niet
  boodschap = verloren




                         sneezers




                  oud vs new
hoe werkt het?
Purple cow =




hoe werkt het?
Purple cow =


niet noodzakelijk
      voor
merkonderhoud




hoe werkt het?
Purple cow =


niet noodzakelijk
                                   bijna noodzakelijk
      voor
                                    voor merkgroei
merkonderhoud




hoe werkt het?
in de praktijk
in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
donʼt be boring




                  very good is very bad
 ilking the cowdesign rules now is risky
m otaku                      safe

in de praktijk
donʼt be boring
                   + Cadillac CTS




                  very good is very bad
 ilking the cowdesign rules now is risky
m otaku                      safe

in de praktijk
donʼt be boring
                   + Cadillac CTS
                   - Buick




                  very good is very bad
 ilking the cowdesign rules now is risky
m otaku                      safe

in de praktijk
donʼt be boring
                   + Cadillac CTS
                   - Buick
                   - drugstore.com




                  very good is very bad
 ilking the cowdesign rules now is risky
m otaku                      safe

in de praktijk
donʼt be boring
                   + Cadillac CTS
                   - Buick
                   - drugstore.com


                   Starbucks?




                  very good is very bad
 ilking the cowdesign rules now is risky
m otaku                      safe

in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
safe is risky




                  very good is very bad
 ilking the cowdesign rules now
m otaku donʼt be boring

in de praktijk
safe is risky
                   following the leader




                  very good is very bad
 ilking the cowdesign rules now
m otaku donʼt be boring

in de praktijk
safe is risky
                   following the leader
                   vb: muziek industrie




                  very good is very bad
 ilking the cowdesign rules now
m otaku donʼt be boring

in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
otaku




                   very good is very bad
 ilking the cowdesign rules now is risky
m            donʼt be boring safe

in de praktijk
otaku
                   niet zomaar een hobby

                   zeer gepassioneerd zijn
                   overtuigen hun vrienden

                   starters van “worth of mouth”


                            te overtuigen !




                   very good is very bad
 ilking the cowdesign rules now is risky
m            donʼt be boring safe

in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
milking the cow




               very good is very bad
           design rules now is risky
 otaku   donʼt be boring safe

in de praktijk
milking the cow
               purple cow = massa’s inkomsten




               very good is very bad
           design rules now is risky
 otaku   donʼt be boring safe

in de praktijk
milking the cow
               purple cow = massa’s inkomsten

               nuttig investeren




               very good is very bad
           design rules now is risky
 otaku   donʼt be boring safe

in de praktijk
milking the cow
               purple cow = massa’s inkomsten

               nuttig investeren

               nieuwe purple cow??




               very good is very bad
           design rules now is risky
 otaku   donʼt be boring safe

in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
design rules now




                very good is very bad
 ilking the cow                is risky
m otaku donʼt be boringafe
                         s

in de praktijk
design rules now
                              logitech




                          n
                 pro ducte
             >
    design




                very good is very bad
 ilking the cow                is risky
m otaku donʼt be boringafe
                         s

in de praktijk
design rules now
                              logitech

                              marketeers >=< ontwikkelaars




                          n
                 pro ducte
             >
    design




                very good is very bad
 ilking the cow                is risky
m otaku donʼt be boringafe
                         s

in de praktijk
design rules now
                              logitech

                              marketeers >=< ontwikkelaars

                              goed product > goede marketing



                          n
                 pro ducte
             >
    design




                very good is very bad
 ilking the cow                is risky
m otaku donʼt be boringafe
                         s

in de praktijk
very good is very bad
 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
very good is very bad




 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
very good is very bad
                   binnen de lijntjes kleuren ≠ remarkable




 ilking the cowdesign rules now is risky
m otaku donʼt be boringafe   s

in de praktijk
very good is very bad
                                 binnen de lijntjes kleuren ≠ remarkable

                                 vb: vliegtuigmaatschappij




                         l
       op ti jd = normaa
                           le
               = remarkab
pannenkoeken




  ilking the cowdesign rules now is risky
 m otaku donʼt be boringafe   s

in de praktijk
order.app?
order.app?
order.app?
2 nichemarkten, 2 pakketten




order.app?
otaku = aanwezig
otaku = aanwezig




mobile
otaku = aanwezig




mobile                      eten
otaku = aanwezig




mobile                      eten




               en...
remarkable product !
gevaren?
gevaren?
vernieuwen = van levensbelang




gevaren?
vernieuwen = van levensbelang

           maar...



gevaren?
vernieuwen = van levensbelang




gevaren?
vernieuwen = van levensbelang

...giganten kopen op of kopiëren




gevaren?
vernieuwen = van levensbelang

...giganten kopen op of kopiëren
               meer middelen
               meer manschappen
               meer succes




gevaren?
vernieuwen = van levensbelang

...giganten kopen op of kopiëren
               meer middelen
               meer manschappen
               meer succes




           hoewel...

gevaren?
gevaren?
eigen, persoonlijk karakter
      = remarkable !




gevaren?
conclusie
conclusie
purple cow van “The Purple cow”?




  conclusie
purple cow van “The Purple cow”?
               gericht op niche




  conclusie
purple cow van “The Purple cow”?
               gericht op niche
               meer info = gratis




  conclusie
purple cow van “The Purple cow”?
                    gericht op niche
                    meer info = gratis


           niet remarkable




  conclusie
purple cow van “The Purple cow”?
                    gericht op niche
                    meer info = gratis


           niet remarkable               “gratis” is remarkable op zich




  conclusie
eigen bevindingen
eigen bevindingen
Hans   Michiel   Laurens   Nick




eigen bevindingen
Hans   Michiel   Laurens   Nick




eigen bevindingen
Hans   Michiel   Laurens   Nick




eigen bevindingen
Hans   Michiel   Laurens   Nick




eigen bevindingen
Hans   Michiel   Laurens   Nick




eigen bevindingen
nog vragen?
Nobody laughs at
old jokes any more.
       Max Godin

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Presentation Purple Cow

  • 1.
  • 3.
  • 4. wat is een purple cow?
  • 12.
  • 13. wat is een purple cow?
  • 14. wat is een purple cow?
  • 15. 4Pʼs P wat is een purple cow?
  • 16. P P P P wat is een purple cow?
  • 17. Plaats P roduct Prijs P romotie wat is een purple cow?
  • 18. Plaats P roduct Prijs P romotie wat is een purple cow?
  • 19. wat is een purple cow?
  • 20. nieuwe consument wat is een purple cow?
  • 21. weinig tijd veel (te veel) aanbod kritischer nieuwe consument belang van Purple Cow? wat is een purple cow?
  • 23.
  • 25. = boring! verzadigde markt
  • 26. = boring! verzadigde markt giga merken
  • 27. = boring! verzadigde markt giga merken
  • 28. = boring! verzadigde markt giga merken
  • 29. = boring! verzadigde markt giga merken
  • 30.
  • 31.
  • 35. mass-marketing massa luistert niet boodschap = verloren oud vs new
  • 36. mass-marketing niche-marketing massa luistert niet boodschap = verloren oud vs new
  • 37. mass-marketing niche-marketing massa luistert niet boodschap = verloren sneezers oud vs new
  • 39. Purple cow = hoe werkt het?
  • 40. Purple cow = niet noodzakelijk voor merkonderhoud hoe werkt het?
  • 41. Purple cow = niet noodzakelijk bijna noodzakelijk voor voor merkgroei merkonderhoud hoe werkt het?
  • 44. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 45. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 46. donʼt be boring very good is very bad ilking the cowdesign rules now is risky m otaku safe in de praktijk
  • 47. donʼt be boring + Cadillac CTS very good is very bad ilking the cowdesign rules now is risky m otaku safe in de praktijk
  • 48. donʼt be boring + Cadillac CTS - Buick very good is very bad ilking the cowdesign rules now is risky m otaku safe in de praktijk
  • 49. donʼt be boring + Cadillac CTS - Buick - drugstore.com very good is very bad ilking the cowdesign rules now is risky m otaku safe in de praktijk
  • 50. donʼt be boring + Cadillac CTS - Buick - drugstore.com Starbucks? very good is very bad ilking the cowdesign rules now is risky m otaku safe in de praktijk
  • 51. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 52. safe is risky very good is very bad ilking the cowdesign rules now m otaku donʼt be boring in de praktijk
  • 53. safe is risky following the leader very good is very bad ilking the cowdesign rules now m otaku donʼt be boring in de praktijk
  • 54. safe is risky following the leader vb: muziek industrie very good is very bad ilking the cowdesign rules now m otaku donʼt be boring in de praktijk
  • 55. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 56. otaku very good is very bad ilking the cowdesign rules now is risky m donʼt be boring safe in de praktijk
  • 57. otaku niet zomaar een hobby zeer gepassioneerd zijn overtuigen hun vrienden starters van “worth of mouth” te overtuigen ! very good is very bad ilking the cowdesign rules now is risky m donʼt be boring safe in de praktijk
  • 58. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 59. milking the cow very good is very bad design rules now is risky otaku donʼt be boring safe in de praktijk
  • 60. milking the cow purple cow = massa’s inkomsten very good is very bad design rules now is risky otaku donʼt be boring safe in de praktijk
  • 61. milking the cow purple cow = massa’s inkomsten nuttig investeren very good is very bad design rules now is risky otaku donʼt be boring safe in de praktijk
  • 62. milking the cow purple cow = massa’s inkomsten nuttig investeren nieuwe purple cow?? very good is very bad design rules now is risky otaku donʼt be boring safe in de praktijk
  • 63. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 64. design rules now very good is very bad ilking the cow is risky m otaku donʼt be boringafe s in de praktijk
  • 65. design rules now logitech n pro ducte > design very good is very bad ilking the cow is risky m otaku donʼt be boringafe s in de praktijk
  • 66. design rules now logitech marketeers >=< ontwikkelaars n pro ducte > design very good is very bad ilking the cow is risky m otaku donʼt be boringafe s in de praktijk
  • 67. design rules now logitech marketeers >=< ontwikkelaars goed product > goede marketing n pro ducte > design very good is very bad ilking the cow is risky m otaku donʼt be boringafe s in de praktijk
  • 68. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 69. very good is very bad ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 70. very good is very bad binnen de lijntjes kleuren ≠ remarkable ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 71. very good is very bad binnen de lijntjes kleuren ≠ remarkable vb: vliegtuigmaatschappij l op ti jd = normaa le = remarkab pannenkoeken ilking the cowdesign rules now is risky m otaku donʼt be boringafe s in de praktijk
  • 75. 2 nichemarkten, 2 pakketten order.app?
  • 80.
  • 84. vernieuwen = van levensbelang gevaren?
  • 85. vernieuwen = van levensbelang maar... gevaren?
  • 86. vernieuwen = van levensbelang gevaren?
  • 87. vernieuwen = van levensbelang ...giganten kopen op of kopiëren gevaren?
  • 88. vernieuwen = van levensbelang ...giganten kopen op of kopiëren meer middelen meer manschappen meer succes gevaren?
  • 89. vernieuwen = van levensbelang ...giganten kopen op of kopiëren meer middelen meer manschappen meer succes hoewel... gevaren?
  • 91. eigen, persoonlijk karakter = remarkable ! gevaren?
  • 94. purple cow van “The Purple cow”? conclusie
  • 95. purple cow van “The Purple cow”? gericht op niche conclusie
  • 96. purple cow van “The Purple cow”? gericht op niche meer info = gratis conclusie
  • 97. purple cow van “The Purple cow”? gericht op niche meer info = gratis niet remarkable conclusie
  • 98. purple cow van “The Purple cow”? gericht op niche meer info = gratis niet remarkable “gratis” is remarkable op zich conclusie
  • 101. Hans Michiel Laurens Nick eigen bevindingen
  • 102. Hans Michiel Laurens Nick eigen bevindingen
  • 103. Hans Michiel Laurens Nick eigen bevindingen
  • 104. Hans Michiel Laurens Nick eigen bevindingen
  • 105. Hans Michiel Laurens Nick eigen bevindingen
  • 107. Nobody laughs at old jokes any more. Max Godin

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