What is Purple Cow ??
Why Purple Cow ???
Stop advertising and start innovating
Big companies scared companies
Geffen Moore’s “Crossing the Chasm”
TV commercials are the most effective
selling medium ever devised.
Television enabled mass marketing of a
TV industry is fading along with other print media.
Millions are spent to revive TV ads, but the game rules have
The old rule : Create safe, ordinary products and
combine them with great marketing.
The new rule : Create remarkable products that
the right people seek out.
A brand (or a new product offering) is nothing more
than an idea
Idea viruses – Ideas that spreads
Sneezers – Key Spreading agents of idea viruses
influence the rest of the curve
Being safe is risky
Boring always leads to failure
Mass Marketing Mass Products
KRISPY KREME’S Secret Recipe
Opposite of “Remarkable” is very good.
Milk the Cow for everything it’s worth
Invent a new Purple Cow
Satisfy existing customer base with remarkable
CURAD : Cutting into Bandage Market
Go for the Edges
Coffee Day and Virgin Airlines
A script for the sneezers to use when they talk with
Tiffany’s Blue Box
Get Permission from
the people you
impressed the first
Reinvest. Do it
Think Different – Be Different – Be Remarkable