Louis Vuitton’s pricing strategy is built on a simple but disciplined principle: price is not a reflection of cost, it is a signal of identity. The brand charges what it charges not because the materials demand it, but because the price itself is part of what customers are buying. Exclusivity, in this model, is not…
Corporate pricing strategy is the process by which a company determines how to price its products or services to achieve specific commercial objectives, whether that is margin expansion, market share growth, competitive positioning, or some combination of all three. Done well, it is one of the highest-leverage decisions a business can make. Done poorly, it…
Enterprise adoption strategy fails most often not because the product is wrong or the market is too small, but because the GTM team is too thin and too scattered to build the momentum that large organisations actually respond to. When you are running a solo partnership function or a small team trying to get traction…
Market strategy directly shapes profit. Not indirectly, not eventually, but through the specific choices you make about where to compete, who to serve, and how to position against alternatives. Get those choices right and the economics of your business improve. Get them wrong and no amount of execution quality will save you. Most marketing teams…
The default plan you show a new SaaS visitor, annual or monthly, shapes conversion rate, cash flow, and churn more than most pricing teams realise. Set the wrong default and you either lose the sale entirely or win it on terms that hurt you six months later. The decision is not primarily about what customers…
A value proposition is a clear statement of the specific benefit your product or service delivers, to whom, and why you are better placed to deliver it than anyone else. It is not a tagline, not a mission statement, and not a list of features. It is the single most important strategic decision a brand…
A referral program is a structured system that incentivises existing customers or partners to introduce new customers to your business, typically in exchange for a reward. Done well, it produces a compounding acquisition channel with lower cost-per-acquisition than most paid media, because the trust is already built in before the prospect arrives. The problem is…
Dell’s enterprise B2B sales strategy in 2025 is built on three structural pillars: a tiered partner ecosystem, a direct enterprise sales motion anchored to long-cycle relationship selling, and a portfolio approach that bundles infrastructure, services, and AI-adjacent solutions into multi-year commercial agreements. The result is a go-to-market model that prioritises contract value and retention over…
The Forrester marketing budget framework divides total marketing spend into two broad categories: program spend (the money that goes directly into campaigns and media) and non-program spend (everything else that makes the marketing function run). Non-program spend covers people, technology, agencies, data, and infrastructure. Most marketing leaders underestimate how large this category is and how…
Robert Cialdini’s six principles of persuasion, first published in Influence: The Psychology of Persuasion in 1984, remain some of the most cited ideas in marketing. Reciprocity, commitment, social proof, authority, liking, and scarcity describe real psychological tendencies that shape how people make decisions. The problem is not the principles themselves. The problem is how most…
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