‘Purple Cow’ by Seth Godin (2002) - Book Review

This one is already a classic amongst of marketers and innovation specialists. At its core is the premise that the traditional models of marketing and advertising no longer work in the developed markets, mainly because consumers already have everything they need to get by.

Innovation has effectively replaced old ‘marketing’: people only sit up and take notice when you offer them something truly remarkable. If they love it, they tell their friends and the word spreads without the costly (and inefficient) means of mass-market advertising. Word-of-mouth is like a free, extra-targeted and persuasive media campaign. But it cannot be bought – brands have to earn it by doing something truly out of the ordinary.

‘Purple Cow’ was published long before social media was at the top of every marketer’s agenda, yet its ideas are even more relevant now than they were then. Thankfully, brands are finally waking up to the fact that it is consumer buy-in and enthusiasm - not media spend – that grows awareness and market share.