Be Aware of the Bear – a Great Purple Cow

Purple Cow is, as most people working with marketing know, the name of a great book and theory by Seth Godin. This post is about a Dark brown bear that in fact is a purple cow.

The Yosemite Park

On our tripe on the US west coast, we decided to spend a day in Yosemite Park.

We got it recommended by a couple of friends that had visited it a couple of years ago, and even though they said the nature were magnificent, what they really talked a lot about were the bears – and how they where a bit afraid to run into one In the park.

We entered the Park through one of the main gates, signs everywhere – be aware of bears, don’t feed the bears (like anyone in their right mind would), drive slow – speed kills bears and so it went on.

We had chosen to stay a night in something called Curry Village – which is a camp of a bunch of prepared tents, arriving at the camp and checking in, we had to fill out 2 different documents that we understood everything they told us about the bears – that we would not leave food in the car during night, we would put anything with a scent in a so called bear locker.

The Purple Bear

Walking around at night looking at all the bear sign it hit me, no matter if there is 10.000 bears or a few 100, no matter if it truly is very dangers – the good people behind the Yosemite Park had by building the Bear story everywhere in the park, created a great viral word of mouth effect.

I will bet that less than 25% (this is only a guess) of the guest through out a season is actually seeing a bear, but it really do not matter – it’s the thrill of being at a place with the chance to run in to a bear that creates the word of mouth and this created by building the whole bear story everywhere in the park.

Now Yosemite Park is a great product (a bit unfair calling nature a product, but so it is), no matter what who you are and if you see a bear or not, the nature will take your breath away, so probably most guest leave the park happy with a great outdoor experience – but it’s the stories about the bears they will spread.

What I think there is a lesson for marketers is that your brand or product can be great, do a lot of great things – but its that purple bear that will spread – so find your brands inner purple bear and don’t hold back – put it full center and maybe overdue it a bit.

The Bear

With all that said – we of course saw a bear. I believe we were somewhat lucky. We went on a 5.30 am strolling around near one of the small rivers, and suddenly we saw a bear swimming a cross, as the paparazzi and tourists we are – we had to take some pictures.

Sorry for the shaky quality – I had one foot ready to run for my life

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