# Reward the behaviour, don't discount the product: how premium brands can be generous without devaluing

Page: https://stenobird.com/podcast/the-brand-marketing-show-1210258/reward-the-behaviour-don-t-discount-the-product-how-premium-brands-can-be-generous-without-devaluing
Text version: https://stenobird.com/podcast/the-brand-marketing-show-1210258/reward-the-behaviour-don-t-discount-the-product-how-premium-brands-can-be-generous-without-devaluing.md
Podcast: [The Brand Marketing Show](https://stenobird.com/podcast/the-brand-marketing-show-1210258)
Published: 2026-07-02T23:25:00+00:00
Episode link: https://productpreneursuccess.libsyn.com/reward-the-behaviour-dont-discount-the-product-how-premium-brands-can-be-generous-without-devaluing
Audio file: https://dts.podtrac.com/redirect.mp3/traffic.libsyn.com/secure/productpreneursuccess/Reward-the-behaviour-dont-discount-the-product.mp3?dest-id=1827761
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Duration seconds: 1851

## Resource

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. www.productpreneurmarketing.com/episode-323 Book a Brand Growth Strategy Session: productpreneurmarketing.com

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## Transcript

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