Yes, their ice cream tastes great, but the primary reason for such a loyal following is that they are very vocal about supporting causes their consumers support.Īdditionally, Purple Cows are willing to take the lead in their industry by being innovative and implementing new ideas. Only one of the many brands in the frozen treat aisle, theirs stands out due to the company’s dedication to political and social activism. An example of this is Ben and Jerry’s ice cream. These companies gain attention for uniqueness, passion, and willingness to dare outside the ordinary. The first quality of a Purple Cow is that it immediately looks different from all the brown cows. So, what are Purple Cows made of? There are particular qualities most companies don’t have that Godin says sets outstanding apart from average. To be successful, a company has to stand out-be a Purple Cow. Customers have no reason to be loyal and continue buying from them when purchases become based on who offers the lowest price. If this happens, an organization sets itself up for closure. Consumers already know what they have to offer because so many others are offering it, too.
When businesses fail to effectively market themselves, it’s because they’re a brown cow. They became an unremarkable part of the scenery.
But, as they drove on for miles, the hundreds of cows they passed quickly lost their allure. At first, they noticed all the brown cows grazing in the fields around them. Godin came up for the metaphor behind Purple Cow when driving around the French countryside with his family.
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