Remarkable.

Caught this vid from Seth at TED on the "importance" of being "remarkable". (actually, it was linked to a PSFK article...so go there, too). The purple cow example is not new...but it's still striking, and it confounds me that more marketers, brand managers and product designers don't follow it. why do beer companies think that new secondary packaging will sell more beer when EVERY beer company is always changing their secondary packaging.

a great example was a brain drizzle i was in a few weeks ago and someone asked, "can we tell or show that we're are smarter than the other guys." and the resounding answer was no...we can't. we can show them we're smart...we can show them we're good...but we cannot show them we're smarter. what we need to show them, i argued, is that we're remarkable. we'll see how it goes....