How to turn your marketing into a purple cow

In a world saturated with content, boldness is essential for brands to grab attention and stay relevant. Seth Godin’s "Purple Cow" concept revolutionizes the way businesses can distinguish themselves by being truly remarkable. As consumers face an ever-increasing barrage of marketing messages, brands must evolve to become unique, memorable, and daring. By 2025, with competition more intense than ever, Godin's philosophy won't just be a smart strategy; it will be essential.

What is a purple cow?

Imagine driving past a field of cows. After a while, they all blur together—until you spot a bright purple cow. Naturally, it grabs your attention and sparks curiosity. In marketing, most messages fade into the background like ordinary cows. A "Purple Cow" stands out, demands attention, and gets people talking.

Why you need a purple cow in 2025

By 2025, digital noise will reach unprecedented levels. Endless ads, emails, and social posts can numb audiences to the ordinary. The only way to cut through the chaos is to be truly remarkable—different, bold, and unforgettable. As Godin wisely notes, “The riskiest thing you can do is play it safe.”.

Take inspiration from Liquid Death, a canned water brand that has pushed boundaries by infusing their messaging with humor and rebellion. With provocative campaigns like "Murder Your Thirst" and a commitment to reducing plastic pollution, they have transformed a basic commodity into something exciting and shareable—becoming a "Purple Cow" in an otherwise bland market.

But being a Purple Cow isn't just for B2C brands—B2B marketing can stand out just as boldly. Here’s how you can transform your B2B strategy into a Purple Cow in 2025.

5 steps to turning ‘Bland 2 Bland’ marketing into a Purple Cow 

To make your mark in 2025, shift your mindset from playing it safe to embracing boldness. Here are five strategies to help your brand stand out against the competition:

1. Being safe is the riskiest move you can make

Playing it safe with your marketing will simply not cut it. When brands rely on the same tactics as everyone else, they risk blending into the background and becoming forgettable. To create a "Purple Cow," you need to embrace bold, calculated risks. This means stepping outside of your comfort zone and challenging conventional wisdom to capture your audience's attention.

So how can you stand out? Take inspiration from these Purple Cow marketing examples and strategies in 2025:

• Interactive content:
  Use AI-driven product demos or immersive VR presentations to engage your audience. Take note from HubSpot that uses interactive tools like the Marketing Grader, where users input their website for personalized feedback, driving engagement and amplifying reach.

1. AI tools:
   Leverage AI-driven insights for hyper-personalized experiences. A great example is how Salesforce uses Einstein AI to deliver tailored content that meets users' specific needs, enhancing engagement and conversion rates.
2. Corporate gifting with Reachdesk:
   With the average professional receiving over 120 emails daily, a physical gift can stand out and boost your brand’s reputation. Invest in tools like Reachdesk to help you create and send personalized corporate gifts that generate pipeline, accelerate deals and build lasting relationships.

• Video tools: Humanize your B2B brand with engaging video testimonials or behind-the-scenes glimpses. Like Slack, that effectively uses humorous video testimonials to showcase real-world applications of their platform.

2. Don’t compromise on boldness

In marketing, compromise can dilute creativity. To truly stand out, you need to be remarkable, not just "very good." This means embracing the purple cow approach by creating bold, unconventional ideas that challenge the status quo. Mailchimp exemplifies this with their "Did You Mean?" campaign, humorously addressing common typos while showcasing their user-friendly platform.

Follow our tips and strategies for embracing boldness:

1. Highlight imperfection: Create campaigns that showcase the quirks of your product or service to foster authenticity.
2. Innovate with gifting: Use corporate gifts to reflect industry challenges humorously. A light-hearted note can turn frustrations into shared laughs. For instance, if you want to re-engage a prospect before a demo, consider sending them a snack box with a playful message like, “We know juggling priorities can be tough—here’s a little fuel to power through your day! Can’t wait to chat and tackle those challenges together!”
3. Engage the community: Foster belonging by inviting customers to share experiences through social media challenges. Take note from, Reachdesk’s influencer Piñata campaign, where marketing leaders created unboxing videos addressing B2B challenges. This campaign is a great example of sparking engagement and building community on social media and beyond.
4. Combine data and creativity: Data and creativity don’t have to work in silos! Use analytics to understand customer preferences, crafting campaigns that resonate deeply while still being bold.

 

3. Find your "sneezers" — The super-spreaders of your brand

"Sneezers," as Godin describes, are your most passionate advocates who naturally spread your brand’s message. They are essential for viral marketing because their enthusiasm amplifies your reach and influences potential customers. By cultivating relationships with these advocates, you become the purple cow by boosting brand awareness and fostering a loyal community.

Your purple cow tip for 2025: Launch an ABX program

Investing in Account-Based Experiences (ABX) enhances customer engagement. Unlike traditional strategies, ABX tailors efforts to high-value accounts, creating personalized experiences that resonate.

For example, Adobe engages users through initiatives like Adobe Live, encouraging passionate users to share projects and feedback. This builds a sense of ownership and turns satisfied customers into vocal champions.

How to launch your ABX program:

1. Identify Your Sneezers: Use data analytics to pinpoint your most engaged customers based on purchase history and social interactions.
2. Personalize Engagement: Tailor communication using corporate gifting to delight key customers. Check out Reachdesk if you are unsure where to start with your gifting strategy. 
3. Host Community Events: Create a sense of belonging through exclusive events and webinars.
4. Empower Advocacy: Encourage advocates to share their stories with incentives for referrals or testimonials.
5. Showcase Success Stories: Highlight advocates’ achievements in marketing materials.

4. Collaborate and co-create with your customers

Now that you’ve found your sneezers it’s time to embrace collaboration to significantly enhance your brand’s uniqueness. By involving customers in the creation process, you not only gain valuable insights but also foster a sense of ownership among your audience. For instance, Notion encourages users to create and share templates showcasing various platform uses. This not only enriches the community but demonstrates the product's versatility turning their brand into a purple cow.

Wondering how you can turn co-creation with your customers into a purple cow marketing strategy? Follow our steps below.

Steps for implement customer collaboration:

• Host ideation sessions: Organize workshops or brainstorming sessions with key customers to gather their insights and ideas for new products or features. This generates innovative concepts and strengthens relationships.
• Build feedback loops: Use surveys or polls to solicit customer feedback on existing products or marketing strategies. Incorporate their suggestions to refine your offerings, demonstrating that you value their input.
• Launch collaborative campaigns: Create marketing campaigns that feature customer stories, testimonials, or co-created content. Highlighting their experiences adds authenticity and relatability to your brand.
• Create an online community: Foster a community platform where customers can share ideas, ask questions, and collaborate on projects. This builds loyalty and encourages organic word-of-mouth promotion.

5. Incorporate purpose and authenticity

Being remarkable isn’t just about having a cool idea; it’s about having a meaningful one. Modern audiences gravitate toward brands that align with their values and possess a strong sense of purpose. Patagonia exemplifies this with campaigns focused on environmental sustainability. B2B brands can do this too! Follow our steps below.

Steps for sustainable B2B marketing practices:

1. Identify relevant causes: Research causes that resonate with your target audience, such as sustainability or social responsibility. Ensure your internal policies align with these values, and create content that reflects your commitment.
2. Partner strategically: Collaborate with organizations that support these causes to amplify your impact. This could involve donations, co-hosting charity events, or launching joint campaigns that raise awareness and drive action.
3. Craft purpose-driven messaging: Develop messaging that highlights your commitment to these values, creating emotional connections with your audience.
4. Engage customers: Involve your customers in purpose-driven initiatives, inviting them to participate in campaigns or share their stories.

By incorporating these strategies into your B2B marketing, you can cut through the noise, cultivate deeper connections, and boost brand loyalty, transforming your brand into a true purple cow.

 

Time to grab the bull by the horns?

In 2025 B2B marketing, being "very good" is no longer enough. To thrive, your marketing has to be bold, different, and remarkable. Whether you're sending a personalized corporate gift to a key prospect or launching a creative campaign that challenges norms, remember: the riskiest thing you can do is play it safe. It’s time to break away from the herd and become the Purple Cow of your industry.