Purple Cow in the Age of Scrolls: Why Being Remarkable Is Non-Negotiable

In 2003, Seth Godin released Purple Cow, a bold manifesto that challenged marketers to abandon safe, predictable products and instead build something remarkable. His metaphor was simple: if you saw a brown cow, then another, then another… you’d tune out. But a purple cow? You’d stop. You’d point. You’d tell your friends. Two decades later, the brown cow problem hasn’t just returned, it’s amplified. In today’s era of endless scrolling, saturated feeds, and algorithm-driven content, being "good" is invisible. Being "great" is forgettable. Being remarkable is the only way to be seen.

Why Purple Cow Matters More Than Ever

Back then, Godin was warning businesses about a world where average doesn’t cut it. Now, we live in that world. Every second, 5,000+ brand messages are bombarding consumers. Attention is currency, and mediocrity is expensive. Social media has made it easier than ever to publish. But that also means competition is louder, faster, and global. Whether you’re a fashion brand launching a new collection or an independent creator building a community, you’re not competing locally. You’re competing against everyone.

That’s where the Purple Cow principle becomes your lifeline.

Fashion’s Purple Cows: The Brands Who Dared

Let’s look at fashion, one of the most visual and competitive industries, to see this concept in motion:

• Telfar: A relatively small label that redefined luxury by making it accessible and genderless. Their “It’s not for you, it’s for everyone” tagline flipped elitism on its head. The result? A cult following that crashed websites during every drop.

• MSCHF: From their viral “Big Red Boots” to “Jesus Shoes” filled with holy water, MSCHF doesn’t just design, they create conversations. Every release is a performance, and that’s what people remember.

• Bottega Veneta (2021 Blackout): The luxury brand deleted all social media, a move that seemed insane, until it made headlines globally. The blackout was the marketing.

These aren’t just brands. They’re Purple Cows in a field of sameness.

Students, Startups, and Social Media: You’re Not Too Small

You don’t need a billion-dollar budget to be remarkable. In fact, some of the most successful creators today started with nothing more than an idea and a phone. One viral moment. One unexpected take. One scroll-stopping visual. That’s all it takes to break through, but only if you’ve dared to be different.

At Raffles Jakarta, We Teach Remarkability

Standing out isn’t a fluke, it’s a skill. At Raffles Jakarta, we embed the Purple Cow mindset into every fashion, business, and marketing class. Our students learn not just to create, but to innovate. From virtual fashion stores to viral TikTok campaigns, they’re trained to challenge norms and reimagine what’s possible. It’s no coincidence that many of our students have gone on to present their work on international stages, not because they followed the rules, but because they broke them beautifully.

Final Thought

The question isn’t whether you’re good enough.

The question is: Would anyone talk about you if they didn’t have to?

If the answer is NO, maybe it’s time to paint yourself purple.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Godin, S. (2009). Purple cow: Transform your business by being remarkable (Expanded ed.). Portfolio.

Albert, & Albert. (2025, June 30). How many ads do we see a day — Top trends & statistics. Digital Silk. https://www.digitalsilk.com/digital-trends/how-many-ads-do-we-see-a-day/