How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment

from On Strategy Showcase · host Fergus O’Carroll

The instinct when trying to justify a price increase is to lean on rational factors: quality, value, distinct features. Tyyrells suggests the opposite. It demonstrates how a characterful brand backed by sufficient marketing spend can achieve the same goal, but profitably. I'm joined by Dan Hulse, CSO at St. Lukes, London.

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This episode was published on July 29, 2023.

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