# Why Should Every CMO Understand What Is Purple Cow in Marketing Before Their Next Campaign

Marketing today demands more than repeating familiar strategies or depending entirely on data. Standing out in a saturated space has become harder, and consumers are quick to ignore what doesn't catch their attention. One concept that challenges traditional marketing approaches is the idea of the “Purple Cow.” Every [Chief Marketing Officer](https://www.forbes.com/sites/rogerdooley/article/chief-marketing-officer-cmo/) (CMO) should understand what it means and why it can help in planning effective campaigns.


**Understanding the Purple Cow Concept**

The term “Purple Cow” was introduced by marketing expert Seth Godin. He used it to describe products or services that stand out because they are remarkably different. The concept argues that in a marketplace full of similar choices, simply being good is no longer enough. To attract attention, a brand must offer something that breaks the pattern and compels people to talk about it.

Imagine driving past dozens of black-and-white cows. Eventually, you stop noticing them. But if you see a purple one, it grabs your attention. This example highlights the principle. The goal is to make your product or message noticeable in a way that doesn’t rely solely on shouting louder, but rather by being distinct.

**Why It Matters to CMOs**

A CMO is responsible for guiding the overall marketing direction. Without a clear approach to differentiation, even campaigns with high budgets may struggle to generate interest. CMOs often focus on data, performance metrics, and historical results. While these are important, they can overlook whether the actual product or campaign is worth talking about in the first place.

By understanding **[what is purple cow in marketing](https://ideastoreach.com/blog/what-is-purple-cow-in-seo)**, CMOs can shift the conversation. They can help their teams focus not only on how to market something but also on whether the product or service itself stands out enough to make marketing easier. A well-designed, well-priced product that doesn’t grab attention may need more ad spend just to be noticed. A remarkable one may require less promotion because people naturally want to share it.

**Examples That Illustrate the Concept**

Several brands have demonstrated this principle. For example, [Apple](https://en.wikipedia.org/wiki/Apple_Inc.) introduced the iPod with the idea of “1,000 songs in your pocket.” It wasn’t just a music player—it was a new experience presented in a simple way. The message was easy to remember and different from existing ads focusing on technical features.

Similarly, Airbnb stood out by giving travelers the chance to stay in someone’s home instead of a hotel. This idea was both simple and different from what the hospitality industry offered. It helped them grow quickly even without massive advertising budgets in the beginning.

These examples show that having a product or idea that stands out makes the job of marketing easier. People are more likely to talk about it, share it, and remember it.

**Applying the Purple Cow Idea to Campaign Planning**

Before launching the next campaign, CMOs can ask several key questions:

•Is this product or service different enough to make people talk about it?

•What part of this campaign would catch a customer's attention in the first five seconds?

•Would anyone care about this offer if they saw it without any context?

If the answer to these questions is unclear or negative, the campaign may need rethinking. Rather than focusing entirely on channels or audience segmentation, it might be better to review the product or service itself. Sometimes, making a simple change to how something is presented can have a stronger impact than doubling the media spend.

For example, consider a new soft drink that tastes similar to others in the market. Packaging it in a clear can to show the color, or using an unusual shape, may get more people to notice it. The idea isn’t about gimmicks, but about identifying what makes the product different and highlighting it in a way that can’t be ignored.

**Why Timing Is Critical**

Understanding this concept becomes especially important before planning a new campaign. Once the direction is set, making changes can be difficult and costly. By asking the right questions early, CMOs can avoid building campaigns around products or ideas that lack interest. It saves time and improves the chances of success.

Also, consumer attention is limited. There is constant exposure to ads, messages, and promotions. Unless a campaign makes a strong first impression, it is likely to be overlooked. That’s why planning with the Purple Cow idea in mind helps position the message to stand out right from the beginning.

**Conclusion**

Marketing campaigns succeed not just because of how well they are executed but because of the value and appeal of the product or message being promoted. For CMOs, this means understanding the importance of standing out. Knowing what is purple cow in marketing helps shift the focus from doing more to doing something worth noticing.

By thinking carefully before the next campaign, CMOs can build marketing strategies around products and messages that don’t blend into the background. This not only increases the chances of success but also improves how people remember and talk about the brand. That’s a goal every CMO should keep in mind.