Building the extraordinary brand

Filed in archive Entrepreneurship on July 29, 2007

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In an article he wrote for Fast Company called "In Praise of the Purple Cow" laying the ground work for his book's release, Seth explained:

Remarkable marketing is the art of building things worth noticing right into your product or service. Not just slapping on the marketing function as a last-minute add-on, but also understanding from the outset that if your offering itself isn't remarkable, then it's invisible - no matter how much you spend on well-crafted advertising.

Bootstrappers Jon Kraus on the east coast and Lizzy Blackney a.k.a Media Lizzy on the west coast have both taken an unusual approach to branding their individual products incorporating their personal politics into their business ventures.

"It's basically a way for me to have a business and make some money and still express myself," said Kraus, Emmaus, PA, founder of the Bleeding Hearts Club, an underground line of T-shirts with a distinctly leftward lean.

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