June 29, 2010 Michael Bickerton
Seth Godin’s book Purple Cow, states “It is useless to advertise to anyone”.
Godin notes that products, services and the way you implement need to be above the rest, noteworthy, interesting, and useful, in fact so much so that consumers will be willing to listen. Godin goes on to say, that you must have products, services and techniques that are SO UNIQUE, that the market will seek you out.
I appreciate the “remarkable” model, although, throughout the book, I often thought, yes, so what’s new … you need to be different, better, you need to be above the crowd, or least appear to be. Then it struck me, really struck me … Don Cherry, imagine, those suits, those jackets, so outlandish and his comments, even more out outlandish … but in the end remarkable.
There are those who watch Hockey Night in Canada just to see Don Cherry, now that is remarkable. Godin notes that using old fashion advertising methods aren’t working now and won’t in the future.
Give thought to these names, JetBlue Airways, Starbucks, Amazon, Google, Wendy’s, Ducati, HBO, as well companies Microsoft and Apple. They are all providing something different, something unique, something rememberable, so in the end remarkable … We need to look at our products, services, in effort to either be remarkable or provide remarkable advertising. Otherwise, no one will listen, you might as well be invisible.
Michael Bickerton, Raven5 Ltd, June 2010