CASE STUDY : IN PRAISE OF THE PURPLE COW

Jun 21st, 2015
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Alabama State University
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For years, marketers have talked about the "five Ps" (actually, there are more than five, but everyone picks their favourite handful): product, pricing, promotion, positioning, publicity, packaging, pass along, permission. Sound familiar? This has become the basic marketing checklist, a quick way to make sure that you've done your job. Nothing is guaranteed, of course, but it used to be that if you dotted your is and paid attention to your five Ps, then you were more likely than not to succeed. No longer. It's time to add an exceptionally important new P to the list: Purple Cow. Weird?

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CASE STUDY 1IN PRAISE OF THE PURPLE COW For years, marketers have talked about the "five Ps" (actually, there are more than five, but everyone picks their favourite handful): product, pricing, promotion, positioning, publicity, packaging, pass along, permission. Sound familiar? This has become the basic marketing checklist, a quick way to make sure that you've done your job. Nothing is guaranteed, of course, but it used to be that if you dotted your is and paid attention to your five Ps, then you were more likely than not to succeed. No longer. It's time to add an exceptionally important new P to the list: Purple Cow. Weird? Let me explain.While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometres, we all gazed out the window, marvelling at the beauty. Then, within a few minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring. Cows, after you've seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow -- the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows -- is that it would be remarkable. Something remarkable is worth talking about, wo

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