Are you ready to rethink marketing? Here are 11 takeaways from the book Purple Goldfish 2.0: 1. Your brand is no longer just what you tell people it is. It's what your customer experiences, how they feel, and most importantly, what they tell others about their experience. 2. There is no such thing as just meeting customer expectations. 3. Experience design is the next frontier of marketing and brand building. 4. Marketing is about being so remark-able that people can't just help but talk about you. 5. Going forward, marketing will be about achieving customer-getting distinction by differentiating what you do and how you operate. 6. Over-deliver on the things that are valued by your customers and create signature elements of added value. 7. Take care of the customers you have . . . they'll bring you the customers you want. 8. The majority of how we judge others and brands comes down to warmth and competence. 9. Lagniappe is the idea of doing a little something extra. They are signals that honor the relationship with your customer. 10. Purple Goldfish is any time a business purposely goes above and beyond to add value or reduce effort. 11. You have to give your customers something to talk about.

1. 11 TAKEAWAYS FROM PURPLE GOLDFISH 2.0
RETHINKING MARKETING
Photo Credits: SHUTTERSTOCK and PIXABAY

2. Your brand is no
longer just what you
tell people it is. It’s
what your customer
experiences, how
they feel, and, most
importantly—what
they tell others
about that
experience.
REDEFINING BRANDING

3. There is no such thing as meeting
customer expectations. You exceed
them . . . or you fall short.
EXCEED EXPECTATIONS

4. Experience design is the next frontier for
brand building. Smart brands will find
ways to add signature value to their
experiences, enhance differentiation,
and give customers a reason to share
their own stories about brands.
EXPERIENCE
STORY

5. Marketing is about being so
remarkable that people can’t
help but talk about you. That if
you absolutely delight someone—
they will not only come back but
they’ll bring friends. They
become your sales force.
BE REMARK-ABLE

6. Going forward,
marketing will be about
achieving customer-
getting distinction by
differentiating what you
do and how you operate.
DIFFERENTIATE

7. TO UNDER-DELIVER OR OVER-DELIVER,
THAT IS THE QUESTION
In today’s climate you need
to stand out by answering
two important questions:
1. What is valued by your
customers?
2. Can you deliver on those
things that are valued
and create some
signature elements of
added value to create
differentiation?

8. Take care of the
customers you
have. When
you provide
them with a
memorable
experience,
they’ll bring
you the
customers you
want.
FOCUS

9. We judged everyone and everything
we encounter on two basic criteria:
Warmth: What is their intent?
Competence: What is their ability to
carry out that intent?
WARMTH & COMPETENCE

10. “We picked up one excellent word—a word worth traveling to
New Orleans to get; a nice limber, expressive, handy word.”
- Mark Twain
LAGNIAPPE is a creole word
meaning “the gift” or “to give
more.” The practice originated
in Louisiana in the 1840s
whereby a merchant would give
a customer a little something
extra at the time of purchase. It
is a signature personal touch by
the business that creates
goodwill and promotes word of
mouth.
SOMETHING EXTRA

11. A Purple Goldfish
is defined as any
time a business
purposely goes
above and beyond
to provide a little
something extra
to differentiate
the experience
and honor the
relationship.
ABOVE & BEYOND

12. 3. How can
we add
value?
What are your customers talking about
after leaving your business, logging off
your website, or hanging up the phone?
GIVE’EM SOMETHING TO TALK ABOUT
Purple Goldfish Strategy addresses each:
- The best marketing is first person word of mouth—
your customers.
- Control the things you can control—how you treat
your existing customers.
- Deliver added value with your product or service—
exceed customer expectations.
1. Who do
we want
talking?
2. What do
we want
them saying?

13. How are you standing out
in a sea of sameness?
What are your one or two
signature differentiators in
customer experience?
Instead of being a “me
too,” what is the one
special thing your company
does that is superior and
distinctive in the eyes of
your customers?
What is that little
something extra that is
tangible, valuable, and
talkable?
What’s your Purple Goldfish?