… when you can simply advertise with Blue Sheep?

I think Blue Sheep is a great example of the mindset of most advertisers and marketers today. The effort to be different is focused almost exclusively on the promotion. Meanwhile, their positioning (brand), product, pricing, placement (distribution), and people are unremarkable.

This is Flash-in-the-pan thinking. It’s not sustainable. Customers may try you once, but you haven’t done anything to make them loyal fans. You haven’t done anything encouraging them to refer their friends.

So, what to do you have to do? Make more Blue Sheep, which isn’t easy. Remember, you’re dealing with a fairly unremarkable product.

With a Purple Cow, your product is remarkable. Therefore, it makes it easier to draw remarkable people as employees.

It’s easier to get remarkable distribution (i.e. ecclectic shops or simply higher demand).

You almost automatically create remarkable positioning.

You will likely have more leverage for pricing toward better margins.

Remarkable promotion becomes much easier, more natural. You simply tell the story.

So, you have a choice: Purple Cow or Blue Sheep. Which is it for you?

(hat tip: Ernie Schenck)