What Does Your Client’s Purple Cow Look Like?

In his book, “Purple Cow,” Seth Godin talks about the fact that brands and products must be remarkable in order to intrigue consumers and affect purchasing decisions.  He makes the point that it’s not enough to run a smart and on-target advertising campaign if the product itself is not going to wow your audience.

A company’s success hinges on much more than creative, smart marketing or public relations packaging (which are extremely important!).  In truth, it’s the customer experience with the brand, product or service that ensures staying power.  How does the product make one feel? Does it make an impact in your customer’s life daily?

Now, Godin admits that being a Purple Cow is not easy.  He says, “The Cow is so rare because people are afraid.  If you’re remarkable it’s likely that some people won’t like you.  That’s part of the definition of remarkable.  No one get unanimous praise—ever.  The best the timid can hope for is to be unnoticed.  Criticism comes to those who stand out.”

As marketers, how do we help our clients rethink the core of their business and products in order to create a remarkable story, if they don’t have one already? Would you be bold enough to turn down business if a product or brand isn’t remarkable?

I would love to hear from you. What are some ways that you’ve helped clients redefine their business model in order to stand out? Do you agree with Godin?