Seth Godin – “Purple Cow”

Seth Godin – “Vaca mov” –Ed. Brandbuilders 2007

 

            In ciuda unei idei preconcepute ce ne poarta cu gandul (recunosc, mie mi s-a intamplat) spre un popular brand de ciocolata, “Vaca mov” este o metafora in spatele careia sta ideea de “remarcabil”.

            Inceputul cartii este total diferit de cum ne asteptam de la o lectura revolutionara de marketing. Este pesimist in realismul sau, in franchetea autorului care da, nu mai cosmetizeaza si nu mai ofera o alura de basm drumului spre promovare. Seth Godin semnalizeaza mai inainte de toate problema.

            Promovarea este anevoioasa datorita potentialilor consumatori indisponibili in a asculta mesaje si a referentilor pe cale de disparitie.

            Schimbarea obiceiurilor consumatorilor poate fi o cale mai eficienta de a valorifica produsul.

            Dintre cele 4 categorii de consumatori (inovatori, cei care adopta imediat ideea, majoritatea timpurie si tarzie si codasii) promovarea remarcabila trebuie sa fie dedicata celei de-a doua categorie.

            Godin indeamna la ideile rasunatoare, deoarece ideile care se raspandesc au mai multe sanse sa aiba succes decat acele care nu se raspandesc”.

            Asadar, companiile trebuie sa se concentreze asupra “avocatilor” brand-ului prin advertisingul facut, si nu pentru toata lumea.

            Pe langa acestia, brand-urile ar trebui sa se focuseze asupra grupului de clienti cel mai profitabil. Nu incercati sa create produse pentru mase mari fiindca acestea vor sfarsi prin a fi considerate plictisitoare.

            Critica este foarte benefica, ne face remarcabili in ochii celorlati. Chiar si parodia este binevenita.

            A face lucruri foarte bune nu te face cunoscut fiindca nimeni nu va impartasi experienta produsului sau a serviciului. “Foarte bun este opusul lui remarcabil”. Remarcabil pot deveni si prin a nu face nimic (sau cel putin atat de des precum competitia).

            Si un ambalaj deosebit poate face un produs remarcabil, sau chiar facilitarea procesului folosirii produsului.

            Nu deveniti plictisitori in teama de a risca. Adevaratul risc este in adoptarea sigurantei. Dar cu toate acestea remarcabil nu inseamna neaparat extravagant. Aceasta este o strategie ce trebuie folosita doar pe termen scurt.

            Nu va alocati bugete mari marketingului in loc sa va concentrati pe idei remarcabile. Dar cu toate acestea, cercetati in permanenta pentru a deveni mai buni.

            In spatele companiilor, produselor sau serviciilor remarcabile se afla oameni care traiesc ideea, care o simt si care isi doresc acea experienta. Pe langa acestia, si oamenii din cadrul echipelor din spatele brand-urilor pot si trebuie sa fie remarcabili.

            In aceasta carte, Seth Godin demoleaza orice prejudecata, contrazice legile depasite ale marketingului si se axeaza pe o singura idée, o singura calitate si multiplele moduri in care se poate ajunge la ea pentru ca in final brand-ul sa devina o legenda.

 

English Version

Despite of some misconceptions that make us think about a popular chocolate brand ( I admit, this is what happened to me), “Purple Cow” stands for “remarkable”. The book’s beginning in surprisingly different from what we’ve expected of a revolutionary marketing paper. It’s pessimistic in its realism, in the author’s sincerity who, yes, doesn’t make of the road to promotion a beautiful fairytale. Seth Godin points out the problems first of all.

            Promotion can be difficult because of potential consumers not willing to listen to your message and of fewer referents.

1.             Changing consumers’ habits can be a more efficient way of improve a product.              From the 4 categories of consumers (innovators, those who early embrace the idea, the early and late majority and the late adopters) the remarkable promotion has to be dedicated to the second one.

            Godin advices us to resounding ideas, because ideas that spread out have more success chances than those which don’t.

            So, companies need to focus of the brand’s “advocates” with advertising, and not to everybody.

            Along those, brands have to focus on the most profitable group of consumers. Don’t try to create products for masses, because they will end up being considered boring.  

            Criticism is very positive, it makes us remarkable. Even parody is welcomed.

            Making very good things doesn’t make you known, because nobody will share the experience of using your products or services. “Very good is the opposite of remarkable”. You can become remarkable by doing nothing (or at least not so often as the competition).

            Even an attractive package makes a product remarkable, or perhaps simplifying its usage.

            Don’t become boring as you try to avoid risks! The real risk stands behind adopting safety. But remember that remarkable doesn’t necessarily mean extravagant. This is a strategy that has to be made on a short term.

            Don’t allocate a big budget to marketing instead of focusing on remarkable ideas. But all the same, research continuously in order to become better.

            Behind remarkable companies, products and services are people who live the idea, who feel it and who desire for that experience. Together with them, the people from teams behind brands can and have to be remarkable.

            In this book, Seth Godin destroys every prejudice, contradicts every old-fashioned law of marketing and focuses only on one idea, a single quality and the multiple ways of reaching it, for the brand to become in the end a legend.