The Brand Marketing Show · 2026-07-02 · 31 min
68% of the orders in a typical sale come from customers who would have paid full price anyway. That's one of the findings from a major new dataset by Klaviyo and ProfitPeak, and it's the starting point for this episode on why discounting as your whole strategy is structurally worse for premium, considered brands, and what generous, brand building alternatives actually work. Catherine covers why the heaviest discounters grow the least, why the "we have to discount" excuse doesn't hold up, how a constant sale quietly retrains your best customer to wait, and the one distinction that lets premium brands stay generous without devaluing: rewarding a behaviour versus discounting a product. She uses one of her own Indagare skincare sets as a worked example, and is honest about what it takes to pivot away from a discount habit. Book a Brand Growth Strategy Session: productpreneurmarketing.com
Busy Isn't Growing: Why Working Harder Stopped Moving the Needle45 / 100
Your ad got my click. Here's what won the sale.
Is it your ads, or is it the RBA?
Why 'just broaden your appeal' is a trap for premium brands
597 New Customers In One Month - Why It Was Our Worst