Market Verb Newsletter 28 (May 01-May 07)

Part 1 — Marketing Tip / Style

The Discount Hack

So, let’s just imagine a plain white t-shirt — no fancy logos, no interesting graphics — just a plain t-shirt that costs ₹250. But brands don’t just say they sell it at a 10% discount and offer it at ₹225.

What they do instead is increase the original price to ₹275, and then sell it at a 10% discount, making the discounted price ₹250, giving them a justified perception among purchasers.

Part 2 — Brand Story

The Failed McWhopper

Years ago, in 2015, Burger King publicly asked McDonald's to collaborate on World Peace Day. They proposed a one-day collaboration, combining both their Whopper and Big Mac to create a “McWhopper.”

McDonald's declined the collaboration, realizing the effect it would have on both companies after World Peace Day. It was basically a no-win situation for McDonald's and a win-win situation for Burger King.

Plus, all the profits generated from the McWhopper were to go to several charity organizations.

If McDonald's had accepted, Burger King would have been known as the founder of the collaboration or the one that initiated it in the first place.

If McDonald's rejected the proposal, Burger King would be seen as the hero that tried to do something for charity.

In the end, McDonald's rejected it.

Burger King walked away with the whole internet on their side.

Part 3 — Two Great Books

Same as Ever – by Morgan Housel

It explores how timeless human behaviors—like fear, greed, and expectations—shape decisions in an unpredictable world.

Designing Brand Identity – by Alina Wheeler, Rob Meyerson

A step-by-step guide to building a clear, consistent brand system that makes a business recognizable, trustworthy, and distinct.

Part 4: Two Great Voices

“I couldn’t find the sports car of my dreams, so I built it myself.” — Ferdinand Porsche, Founder of the Porsche company

“We must combine Japanese spirit with Western technology.” — Yoshisuke Aikawa ,Founder of Nissan

Part 5 — This Week’s Actionable

Rediscover Your Enemies

For just one day, propose a collaboration to your competitor. But make it a win-win situation, like Burger King did.