M.Saadat, Member, Student (University), Netherlands
By: Evelyn Grunau
It seems that Purple caw is a unusual marketing book which opens our eyes to new marketing logic.
The idea behind choosing another P (Purple caw), more than traditional Ps (product -price- promotion, …) is interesting, especially that the aim of being a purple caw is catching the customers attention.
Focusing on a unique and remarkable product to attract loyal customers, relying on words of mouth instead of spending a lot of money in advertisement is related to new business logic that leads some companies to be on top level of their own market.
With reading this review, we can easily see that how a company can create a remarkable product and what criteria are important to show its product as a unique one. The answer is simple. A good which worth to buy and even worth to talk about that with friends, but being a purple caw is easy?
Being confident to take the risk of producing a remarkable good which can advertise itself shows the awareness of these kinds of companies about their identity and their customers’ need.
In purple caw, the role of marketers is focusing on people who have Otaku, which will lead them to a range of people who will work for your company as marketers itself.
This book is all about Imagineering concept. Marketers are designers, the whole company is working together and there is no more hierarchy, so the co-creation will be seen in every part of organization.
I like the main argument of the book which is “playing it safe is risky” because in a business market, you should be aware of every time risk, because this awareness will lead you to be unique and irresistible in compare of your competitors.
Master in Imagineering
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Managing the Customer Experience: Turning customer into advocates