A few years ago, he published a book titled, "Purple Cow". His thesis then, which still holds true now, is that in order to get noticed, you need to stand out. If you want your product to be noticed, it's not good enough to be "just like everyone else, but (this) much different". His example is that if you were driving down the road and saw a cow in a field, you would not stop and look, heck you would not even notice. Now, if you saw a Purple Cow, now you would stop and notice.
Maryland Football found it's Purple Cow last night, displaying their new football uniforms.
See them here.
Credit to UMD grad and Under Armour founder Kevin Plank and his crew of designers for creating Maryland's new image. They are going toe to toe with Nike in stores and now we have set up this cross country duel. On the one end we have Oregon and it's Nike backer Phil Knight. On the east coast, we have Maryland and Under Armour.
Here is what matters most. Kenny Tate pictured above looks like Lady Gaga. I mean, not literally, but figuratively, because we are talking about him--or more correctly-- his uniform today much like we do for Gaga after the MTV Video Music Awards.
We live in a world today where sports fans and consumers have more choices, exponentially more options, and a whole lot less time. The average consumers makes up his or her mind about what to attend to in approximately 10 seconds. If you were watching your big screen HD TV on Monday night, and you flipped past ESPN, you saw those uniforms and you stopped and watched.
So, whether it's Lady Gaga, or a Purple Cow, Maryland finally broke through the sports and culture clutter.
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