Every Good Business Needs a Purple Cow Says Brandon Frere

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Sep 03, 2018, 05:00 ET

PETALUMA, Calif., Sept. 3, 2018 /PRNewswire/ -- Every business should have something so remarkable that it creates such as buzz that people want to talk about it. Marketing guru Seth Godin coined the phrase "Purple Cow" to exemplify this trait. This concept contrasts with "the boring tax" which Josh Kaufman called marketing departments. A business's purple cow needs to be emotional, gripping, and probably shouldn't be some numbers-based claim unless the number is emotionally gripping or 10 times that of the leading competitor. It often needs to captivate a fringe group and it needs to be both worth sharing and easy to share. If the business is interesting enough, clients will talk about it on their own. Brandon Frere, owner of Frere Enterprises and other companies, recommends that other entrepreneurs find the most interesting aspect of their company and share it with others.

"Every business needs something that the customers want to talk about with their friends more than the good reviews," said Brandon Frere. "You can get a marketing department to share your idea, but your business won't grow as fast as it could unless you offer your clients a product that's interesting enough to get people curious and willing to share."

A Purple Cow is often used as the starting point for associating a unique experience with the company. After that, business owners need to sell the unique experience with everything else. A good example is how Sirius Satellite radio transformed Howard Stern into their purple cow. When Sirius satellite radio first appeared, it had a problem. It wanted to market a wide variety of stations, high-quality radio, and nation-wide radio. The problem is, they couldn't market exclusively to truckers who were considered the clients who most wanted those problems solved. They marketed to a wider audience by gaining exclusivity on Howard Stern. Howard Stern's talk show had enough loyal followers willing to make the switch that it was enough to inform their friends of the station's relative merits. Howard Stern was a purple cow, but no one knew it until he came on to Sirius radio.

There is no point in having a purple cow unless there is a solid company to go with it. An entrepreneur begins to tell a story when they start to develop a company's mission, vision, and values. When the company has progressed enough to create a story, it is important that they think of the statement they want to try to consistently make. After that, it is important to create the most interesting way to tell that story and make sure every interaction delivers the same statement. If a business is focused around a single theme then more people will understand the purpose of the business and how serious the business is at meeting expectations.

"Look at the company you have just made and find the most interesting story for everyone within that company," said Frere. "After you have done that, make the story consistent, make it authentic, and make sure fanatics talk about it. Then, watch as everyone spreads the good news."

About Brandon Frere

Brandon Frere is an entrepreneur and businessman who lives in Sonoma County, California. He has designed and created multiple companies to meet the ever-demanding needs of businesses and consumers alike. His website, www.BrandonFrere.com, is used as a means of communicating many of the lessons, fundamentals, and information that he has learned throughout his extensive business and personal endeavors, most recently in advocating on behalf of student loan borrowers nationwide.

As experienced during his own student loan repayment, Mr. Frere found out how difficult it can be to work with federally contracted student loan servicers and the repayment programs designed to help borrowers. Through those efforts, he gained an insider's look into the repayment process and the motivations behind the inflating student loan debt bubble. His knowledge of the often confusing landscape of student loan repayment became a vital theme in his future endeavors, and he now uses those experiences to help guide others through the daunting process of applying for available federal repayment and loan forgiveness programs.

BrandonFrere.com

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A Purple Cow Stands Out From the Herd
A Purple Cow Stands Out From the Herd

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SOURCE Brandon Frere