{"podcast":{"title":"The Brand Marketing Show","slug":"the-brand-marketing-show-1210258","podcast_index_feed_id":1210258,"rss_url":"https://productpreneursuccess.libsyn.com/rss","website_url":"http://productpreneursuccess.libsyn.com/website","image_url":"https://static.libsyn.com/p/assets/2/6/0/2/2602f112b4b7220d16c3140a3186d450/The-Brand-Marketing-Show-Tile-3.png","author":"Catherine Langman","episode_count":338,"summary":"Welcome The Brand Marketing Show. The show for the creators. The innovators. The ones who wake up at 3am with an idea that won't let go and refuse to accept \"that's just how it's done.\" Who sketch prototypes on napkins and turn kitchen tables into laboratories. Who look at every \"impossible\" and whisper back, \"watch me.\" You don't just create products. And you understand that people don't fall in love with features and benefits. They fall in love with the future you're building. The problems you're solving. The way you make them feel when they hold your creation in their hands. And you're determined to make them feel something extraordinary. Some might call you perfectionists. Dreamers. Disruptors. We call you the future. Because while the world is drowning in ordinary, you're busy crafting extraordinary. While mass market settles for mediocre, you're obsessing over every detail that transforms a simple product into an experience people can't stop talking about. I'm Cath Langman, and I'm here to lift the lid on what's possible when innovation meets obsession. When purpose meets profit. When the crazy idea in your head becomes the must-have product in their hands. Are you ready to…","last_synced_at":"2026-07-23T10:21:11.266403+00:00","page_url":"https://stenobird.com/podcast/the-brand-marketing-show-1210258"},"episode":{"title":"Reward the behaviour, don't discount the product: how premium brands can be generous without devaluing","slug":"reward-the-behaviour-don-t-discount-the-product-how-premium-brands-can-be-generous-without-devaluing","published_at":"2026-07-02T23:25:00+00:00","page_url":"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","show_page_url":"https://stenobird.com/podcast/the-brand-marketing-show-1210258","url":"https://productpreneursuccess.libsyn.com/reward-the-behaviour-dont-discount-the-product-how-premium-brands-can-be-generous-without-devaluing","audio_url":"https://dts.podtrac.com/redirect.mp3/traffic.libsyn.com/secure/productpreneursuccess/Reward-the-behaviour-dont-discount-the-product.mp3?dest-id=1827761","summary":"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","meta_description":"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 Klav…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1851,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-brand-marketing-show-1210258/episodes/reward-the-behaviour-don-t-discount-the-product-how-premium-brands-can-be-generous-without-devaluing/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"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","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}