Market Verb Newsletter 27 (Apr 23-Apr 31)

Apr 7

2 min read

Part 1 — Marketing Tip / Style

Mentions Increase Share of Voice

Traditionally, share of market is directly proportional to share of voice. On digital platforms, share of voice can be calculated by mentions. More mentions mean more share of voice.

Moreover, when you are seen with people who are recognized, your visibility and trust increase. Both result in a better share of voice. Hence, improve your associations or partnerships with people who are one step ahead on the ladder.

Part 2 — Brand Story

The Moldy Whopper

Back in 2020, Burger King released a series of ads called the Moldy Whopper. It featured a Whopper left out in the open for a span of 34 days.

They created ads showing the mold growing on it. They didn’t use glossy effects, fancy lights, or elaborate setups. They did it with nature.

Here’s the thing – real food rots.

This campaign showed that the Whopper had no artificial preservatives.

A gamble—advertising bad looks for good gains.

Part 3 — Two Great Books

The Art of Being Good with Money – by Manikaran Singal

A book that sharpens your financial skills by building positive and efficient habits, understanding basic money needs, and making tough decisions.

Steal Like an Artist – by Austin Kleon

This book teaches you that your creativity is not entirely your own; it is inspired and influenced by many people.

Part 4: Two Great Voices

“Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.”—Philip Kotler , American marketing author, consultant, and professor emeritus

“People do not buy goods and services. They buy relationships, stories, and magic.”— Seth Godin,American author, marketing expert, entrepreneur

Part 5 — This Week’s Actionable

Create a collaborative product.

Collaborate with another brand that is in the same market as you. This will boost sales for both brands—like what would happen if Apple and Samsung collaborated.