Friday, November 20, 2009

Purity of Spirits

Would you know a "purple cow" if you saw one?

Would you able to quickly distinguish that bovine from the rest of the otherwise ordinary brown and black herd?

Marketing maven Seth Godin has sold millions of books and helped thousands of companies recognize the "Purple Cow". In its basic form, Godin defines a "purple cow" as a product or service that is remarkable. In other words, quite unlike any of the other products and services in a particular category.

A new TSB reader stumbled on to a "purple cow" earlier this week, and sent us this note: "I saw it at the liquor store and just had to buy it. It stood out like a sore thumb. I wasn't even there to buy that product, but I did".

What you have just experienced is what we refer to as “brandmythology”.

Essentially, Crystal Head is demonstrating the opposite of “authentic marketing”, a strategy very much in vogue these days and one that many spirits brands such as Jack Daniels have adopted. In other words, if you don't have a remarkable story upon which to build your brand, you can always make one up.

A brand is a story that becomes embedded in the mind of the market, and becoming a "purple cow" is becoming more necessary than ever as a way to be heard apart from the rest of the herd.

Is there something your brand could do to get a (crystal)head with brandmythology?

"You look at the floor and see the floor. I look at the floor and see molecules"


Ken LeBlanc said...
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Ken LeBlanc said...

I told you about this about 6 months ago. They sell this $80 bottle of vodka in Vegas for over $1,000 at night clubs - clubbers think it's the coolest thing ever and they can't keep it on the shelves!

Mike Shanks PSP said...

That is one of the funniest videos I have ever seen. Dan's ability to keep straight faced comes form years of practice...or drinking.....