“If everyone is equal before God, then everyone is equal before price.” (John Wanamaker)
Marketing professionals believe that growing a business implies cultivating brands that inspire a deep, meaningful connection with customers. When it comes to generating revenue, however, organizations seem intent on destroying all the hard work that goes into building a strong brand. Knowing that pricing decisions are effective at spurring all sorts of behaviors and communicating what a business stands for, what it truly thinks of its customers, and how it wants to engage them in a relationship is an important first step to formulating counter measures. The session makes this point salient and suggests practical solutions. The broader message is that, instead of using price in a way that ends up turning customers into adversaries, organizations can use it as a starting point for a collaboration that is empowering and more engaging.