Purple Cow

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Seth Godin Consider the Beetle The ad that launched the Beetle to everyone. The original VW Beetle was not as much of a counterculture car as you may remember. Its sales languished until some brilliant advertising saved it. On the basis of this great TV and print campaign, the car was profitable in the United States for more than fifteen years. The original Beetle is a poster child for the power of the TV-industrial complex. In this case, it was the shape, not the ads, that worked. The new Beetle, on the other hand, was a success because of the way it looked and the way it felt to drive. Good reviews, great word of mouth, and a distinctive shape that marketed it far and wide – these factors were 18
Purple Cow responsible for the new Beetle’s success. Every time the very round Beetle drove down a street filled with boxy SUVs, it was marketing itself. After marketing the new Beetle for just three years, VW is now offering incentives, new designs, and other features to make the car exciting again. The Purple Cow works, but, alas, it doesn’t last as long as good old TV domination did. TV-Industrial Complex Products Barbie, Prell, Honeywell, United Airlines, McDonald’s, Marlboro, Cap’n Crunch, Battling Tops, Excedrin, the original Beetle Purple Cow Products Starbucks, Magic Cards, Dr. Bronner’s, Linux, JetBlue, Outback Steakhouse, Motel 6, MP3, Dr. Bukk, Prozac, the new Beetle 19
Page 2 and 3: Purple Cow Transform Your Business
Page 4 and 5: This is a work of fiction. Names, c
Page 7 and 8: Contents NOT ENOUGH Ps 1 THE NEW P
Page 9 and 10: Contents IN SEARCH OF OTAKU 79 CASE
Page 11: “Tastes like chicken” isn’t a
Page 16 and 17: Seth Godin Marketing isn’t guaran
Page 18 and 19: Seth Godin This is a book about why
Page 20 and 21: Seth Godin In Crossing the Chasm, G
Page 22 and 23: Seth Godin Why You Need the Purple
Page 24 and 25: Seth Godin already solved their yog
Page 26 and 27: Seth Godin ignite in markets that a
Page 28 and 29: Seth Godin As the brand was built,
Page 30 and 31: Seth Godin TV commercials are the m
Page 34 and 35: Seth Godin What Works? One way to f
Page 36 and 37: Seth Godin Here’s the entire text
Page 38 and 39: Seth Godin The Will and the Way I d
Page 40 and 41: Seth Godin Is there a significant r
Page 42 and 43: Seth Godin Getting In Only the risk
Page 44 and 45: Seth Godin No one is going to eager
Page 46 and 47: Seth Godin sell. The early adopters
Page 48 and 49: Seth Godin often). This is worth hi
Page 50 and 51: Seth Godin ad was appropriate for t
Page 52 and 53: Seth Godin Cheating • JetBlue Air
Page 54 and 55: Seth Godin keters can’t buy enoug
Page 56 and 57: Seth Godin The Law of Large Numbers
Page 58 and 59: Seth Godin Case Study: Chip Conley
Page 60 and 61: Seth Godin In a crowded marketplace
Page 62 and 63: Seth Godin justly criticized for be
Page 64 and 65: Seth Godin The lesson is simple - b
Page 66 and 67: Seth Godin This is true not just fo
Page 68 and 69: Seth Godin of Aeron chairs have bee
Page 70 and 71: Seth Godin By targeting the center
Page 72 and 73: Seth Godin Case Study: The Best Bak
Page 74 and 75: Seth Godin What could you measure?
Page 76 and 77: Seth Godin Case Study: A New Kind o
Page 78 and 79: Seth Godin allowed them to grow to
Page 80 and 81: Seth Godin Wall Street and the Cow
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Seth Godin The Pearl in the Bottle
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The Parody Paradox Seth Godin J. Pe
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Seth Godin Seventy-two Pearl Jam Al
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Case Study: Curad Seth Godin When C
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Seth Godin What would happen if yo
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Seth Godin your customers, the more
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Seth Godin Boiling Lake, Satan’s
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Seth Godin Where does your product
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Seth Godin opened their flagship st
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Seth Godin figured out how to get w
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Seth Godin product, and vice versa.
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Seth Godin Sell What People Are Buy
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Seth Godin The Problem with Comprom
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Seth Godin The Magic Cycle of the C
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Seth Godin What It Means to Be a Ma
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Seth Godin Marketers No Longer: Now
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Seth Godin Compare this to the peop
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Do You Have to Be Outrageous to Be
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Seth Godin But What About the Facto
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Seth Godin The Problem with Cheap C
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Seth Godin Case Study: What Should
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Seth Godin When the Cow Looks for a
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Seth Godin Case Study: Tracey the P
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Seth Godin Case Study: So Popular,
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Seth Godin If, on the other hand, y
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Seth Godin If your boss wants focus
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Seth Godin Of these top one hundred
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Seth Godin Brainstorms While we can
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Seth Godin Targeting this niche see
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Seth Godin ment of time and money.
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Seth Godin their friends, and Water
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Seth Godin There is actually a cont
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Seth Godin just beautiful on the in
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Seth Godin A quick visit to CDBaby.
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Seth Godin Salt is Not Boring-Eight
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Seth Godin Brand and Company Index
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Seth Godin Krispy Kreme 83, 84 L Le
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Seth Godin What Would Orwell Say? A
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More Information Seth Godin To find
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