From Brand Positioning to Shelf Price: How to Build Consumer-Centric Pricing Strategies with Caroline Cookson
Description
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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