Market Verb Newsletter 15 (Jan 16-22)

Part 1 — Marketing Tip / Style

The “Challenger”

Start a ten-day challenge where fans can join. It can be anything, like “run two hundred kilometers in a day to get our most premium sports shoes” or something like that. It brings great fame and popularity to your brand.

Remember back in 2018 when everyone tried to survive 24 hours in a Walmart store? Yes, something like that! Even though the Walmart trend was an insane social media phenomenon and was often led by mischievousness, it gained massive attention.

Part 2 — Brand Story

X of the P of XP-PEN

XP-PEN—that’s a name every digital artist has heard at least once!

XP-PEN was founded in 2005 as a way to make digital art more convenient and accessible. As digital art and animation started growing, so did XP-PEN.

As digital art and animation grew in popularity, XP-PEN’s sales started increasing rapidly.

They developed their own pen designs and created fantastic lineups like Deco, Star, and the Artist series—instantly becoming one of the greatest companies contributing to digital art.

Today, XP-PEN operates in over 160 countries—more than Wacom or any other brand in the same category.

Part 3 — Two Great Books

The Brand Gap  — by Marty Neumeier:

A brand succeeds when it bridges the gap between business strategy and emotional connection with customers.

Purple Cow  — by Seth Godin:

The best marketing is creating a product so remarkable that people can’t help but notice and talk about it.

Part 4: Two Great Voices

As the legend retires, let’s go with:

  “Price is what you pay. Value is what you get.” — Warren Buffett

  “I don’t believe in taking right decisions. I take decisions and then make them right.” — Ratan Tata

Part 5 — This Week’s Actionable

Turn negatives into positives

Every week, improve your product—whatever it may be: shampoo, glasses, a nuclear bomb—whatever it might be! Then, over the weekend, interview three different customers, young or old, who use your product. Find out what you can improve, and improve away, my child!