BOOK REVIEW: Purple Cow is a standout for marketers

Viral marketing aficionado Seth Godin's The Purple Cow arrives in one's mailbox in a purple-and-white spotted milk carton. The carton was so cool, I tried to open it from the bottom to preserve its original condition. I wanted to show others. That's marketing.

Viral marketing aficionado Seth Godin's The Purple Cow arrives in one's mailbox in a purple-and-white spotted milk carton. The carton was so cool, I tried to open it from the bottom to preserve its original condition. I wanted to show others. That's marketing.

Offering remarkable products and services, says Godin, doesn't mean copying industry leaders. It's creating items and services so great that people actively seek them out. It's being a Purple Cow that stands out in a sea of brown ones. How does this happen? By getting marketing involved from the start, not as an afterthought. Through case studies, anecdotes, and stories, Godin asserts that the Purple Cow is the only way to succeed in a crowded marketplace with busy consumers. Building in or adding dramatic improvements to a product or service, targeting the right audience, is a necessary risk. The book, while not a step-by-step guide for creating your own Purple Cow, is thought-provoking. It's one that the marketing group wishes was required reading for the rest of the company. ----- Title The Purple Cow Author Seth Godin Publisher Portfolio, 160 pages
  • Amy Hooker is a sole practitioner with her own firm, Maven Communications

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