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From Brand Positioning to Shelf Price: How to Build Consumer-Centric Pricing Strategies with Caroline Cookson
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In this episode of Pricing Heroes, we speak with Caroline Cookson, Founder of Cookson Partners and former Global Strategy and Analytics Leader at Brown-Forman. With more than 15 years of experience in finance, brand strategy, and commercial leadership, Caroline has helped shape pricing strategies for world-class spirits brands including Jack Daniel’s, Glendronach, and Gin Mare. Caroline shares how pricing can connect brand positioning, consumer psychology, and retail execution — and why fairness, transparency, and values-led decision-making are becoming the new foundation of effective pricing leadership.
Key Topics:
- How pricing bridges finance, brand identity, and consumer perception
- Working “from shelf price backwards” when retailers control the final price
- Building global frameworks that balance guardrails with local flexibility
- How values-led brands can price confidently and maintain integrity
- Moving beyond cost-plus: creating structure and discipline around discounting
- When smaller businesses should invest in pricing talent, data, and tools
- The ethics of AI pricing and how transparency builds consumer trust
Recommended Resources:
- Predictably Irrational by Dan Ariely
- Works of Rory Sutherland and Mark Ritson
Connect with Caroline Cookson on LinkedIn.
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