As we have previously learned, the dynamics of advertising have already changed

Looking back at the history of advertising, we can define three distinct periods: before, during, and after advertising.

Pre-Advertising (Before Advertising): This is considered to be the oldest form of advertising, where consumers recommend the products and services that solve their problems to each other via word-of-mouth. As an example, people might have talked about the best produce seller in the market square, driving more and more customers to her stand.

During Advertising: In this time, advertising worked like magic; the more you invested in advertising, the more your sales would grow. Companies could buy more ads to increase their sales and profits, which would then be spent on more advertising in a vicous circle.

Post-Advertising (After Advertising): This is the era we find ourselves in today. We have gone back to word-of-mouth promotion. Nowadays, however, popular social media sites like Twitter, Facebook, and Instagram mean that news of great products and services go viral quickly.

In this era, there is so much choice out there that is not nearly enough to just satisfy the consumer's needs to get attention, you also need to be remarkable.

To get your service or product to stand out in the marketplace and be immediately noticeable, you need to turn it into a "Purple Cow", something different and eye-catching. The marketing that goes into this coined as "Remarkable Marketing"

An excellent example of a "Purple Cow" is the new Volkswagen Beetle. The original Beetle had been quite popular and profitable for over fifteen years so the relaunch was definitely a challenge.

It turned out to be a very successful though because of it's distinctive shape and attractive color schemes made it stand out from the other cars on the street. Also, great reviews and word-of-mouth spread it's fame even further.