Futureproof Brands Podcast

Hosted by legendary brand experts Larry Light and Joan Kiddon, Futureproof Brands is a podcast for marketers and C-suite professionals.

With expertise derived from years of global experience on the client side, at ad agencies and as consultants, their provocative insights on current brand news provide authoritative, mini-case histories analyzing brand-building strategies that educate, engage and entertain.

Futureproofing is not foolproof, but an integral step in generating enduring profitable growth. Brands cannot forecast the future. Brands must create a future in which they will win

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Futureproof Brands

Hosted by legendary brand experts Larry Light and Joan Kiddon, Futureproof Brands is a podcast for marketers and C-suite professionals.

With expertise derived from years of global experience on the client side, at ad agencies and as consultants, their provocative insights on current brand news provide authoritative, mini-case histories analyzing brand-building strategies that educate, engage and entertain.

Futureproofing is not foolproof, but an integral step in generating enduring profitable growth. Brands cannot forecast the future. Brands must create a future in which they will win

Join Joan and Larry on FutureProof Brands as they delve into the intricate world of pricing psychology and its profound impact on customer perceptions and economic sentiments. In this episode, they dissect the phenomenon of reference pricing and its role in shaping consumer behavior amidst a backdrop of rising inflation. From the alarming trend of continuous price hikes by brand-businesses to the subtle nuances of internal reference prices, Joan and Larry uncover the hidden forces driving customers' perception of value. Drawing insights from behavioral economics and real-world examples, they explore the delicate balance between pricing strategies and customer trust, offering actionable advice for brand-businesses aiming to future-proof their success. Tune in to gain invaluable perspectives on how pricing decisions can shape the landscape of customer loyalty and shareholder value in today's ever-changing market.

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Value Matters: The Psychology of Pricing in Today’s Economy

April 20, 2024

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A Plan To Win For Brands

March 18, 2024

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Inside Out: Unveiling the Power of Internal Marketing for Brand-Business Growth

February 13, 2024

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The Twelve Truths for Staying Out of Trouble

December 20, 2023