The document is a cover letter from Jasmin Bhandal applying for an internship. For a marketing class project, she chose to create a "Purple Cow Milk Carton" summarizing key lessons from Seth Godin's book Purple Cow. The carton was designed to look like a real milk carton with nutritional facts and a missing cow poster on the back. When unfolded, it contained important takeaways from the book about standing out and being remarkable. Through this creative project, Jasmin demonstrates her passion for branding and thinking outside the box, which she hopes to bring to the internship.

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Dear Kierstin,
As part of a self directed project for a Marketing Strategy class at SFU, we were required to choose
anything that inspired us most and construct a lesson around it. At the time I was deeply immersed in
Seth Godin’s Purple Cow and fervently got to work on presenting the book’s views on how to raise
one’s own purple cow.
My passion for branding and delivering information in meaningful and
interesting ways begged me to do something creative, and thus was
born my Purple Cow Milk Carton.
The concept behind it was to deliver takeaways to the class that they
could interact and have fun with, something that they could display on
their desks and also refer to. Godin talks about “not being boring” and
getting out of the habit of doing “unsafe” things; something I have
always taken to heart.
The carton when folded up, was made to resemble a purple milk box
with real nutritional facts, barcode and on the back, a “missing” poster
for remarkability, all designed in Photoshop.
Once unfolded, the carton had all the most critical takeaways from the
book itself including such nuggets as “very good is bad,” “design rules
now” and “safe is risky.” Essentially the information I presented was a
“How To” on raising one’s own purple cow.
To me branding is all about thinking how the consumer will engage with the product. In this sense I
like to think more like a designer rather than merely a marketer, and turn “good” things into great
things both strategically and creatively.
I intend to bring this exact creativity and out of the box thinking to CI and I hope you will consider me
for the internship position.
Sincerely,
JASMIN
BHANDAL
Purple Cow Project as Inspired by Seth Godin

2. APPENDIXPurple Cow Project as Inspired by Seth Godin
First draft of carton layout in Photoshop
Inner layout of carton designed in Word