Purple Cow
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Dear Kierstin, As part of a self directed project for a Marketing Strategy class at SFU, we were required to choose anything that inspired us most and construct a lesson around it. At the time I was deeply immersed in Seth Godin’s Purple Cow and fervently got to work on presenting the book’s views on how to raise one’s own purple cow. My passion for branding and delivering information in meaningful and interesting ways begged me to do something creative, and thus was born my Purple Cow Milk Carton. The concept behind it was to deliver takeaways to the class that they could interact and have fun with, something that they could display on their desks and also refer to. Godin talks about “not being boring” and getting out of the habit of doing “unsafe” things; something I have always taken to heart. The carton when folded up, was made to resemble a purple milk box with real nutritional facts, barcode and on the back, a “missing” poster for remarkability, all designed in Photoshop. Once unfolded, the carton had all the most critical takeaways from the book itself including such nuggets as “very good is bad,” “design rules now” and “safe is risky.” Essentially the information I presented was a “How To” on raising one’s own purple cow. To me branding is all about thinking how the consumer will engage with the product. In this sense I like to think more like a designer rather than merely a marketer, and turn “good” things into great things both strategically and creatively. I intend to bring this exact creativity and out of the box thinking to CI and I hope you will consider me for the internship position. Sincerely, JASMIN BHANDAL Purple Cow Project as Inspired by Seth Godin
Transcript of Purple Cow
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!Dear Kierstin, As part of a self directed project for a Marketing Strategy class at SFU, we were required to choose anything that inspired us most and construct a lesson around it. At the time I was deeply immersed in Seth Godin’s Purple Cow and fervently got to work on presenting the book’s views on how to raise one’s own purple cow. My passion for branding and delivering information in meaningful and interesting ways begged me to do something creative, and thus was born my Purple Cow Milk Carton. The concept behind it was to deliver takeaways to the class that they could interact and have fun with, something that they could display on their desks and also refer to. Godin talks about “not being boring” and getting out of the habit of doing “unsafe” things; something I have always taken to heart. The carton when folded up, was made to resemble a purple milk box with real nutritional facts, barcode and on the back, a “missing” poster for remarkability, all designed in Photoshop. Once unfolded, the carton had all the most critical takeaways from the book itself including such nuggets as “very good is bad,” “design rules now” and “safe is risky.” Essentially the information I presented was a “How To” on raising one’s own purple cow. To me branding is all about thinking how the consumer will engage with the product. In this sense I like to think more like a designer rather than merely a marketer, and turn “good” things into great things both strategically and creatively. I intend to bring this exact creativity and out of the box thinking to CI and I hope you will consider me for the internship position. Sincerely,
JASMIN BHANDAL
Purple Cow Project as Inspired by Seth Godin
APPENDIX Purple Cow Project as Inspired by Seth Godin
First draft of carton layout in Photoshop
Inner layout of carton designed in Word
