Purple Cow

Brought to you by Penguin.

You''re either a Purple Cow or you''re not. You''re either remarkable or invisible. Make your choice.

What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P''s used by marketers - Pricing, Promotion, Publicity - aren''t working anymore. ...