Customers, brands and pricing

Set prices from the value customers get, not from cost or rivals' prices.

How to build and manage a brand, using the four parts of brand equity.

Set the price before you design the product, since most failures are pricing ones.

Why firms are moving from selling units to selling ongoing subscriptions, and how.

The standard analytical text on the LVMH-style brand model.

Preemptive distribution and control of the value chain.

Hit economics that explain Netflix's later spending strategy.

Membership as a relationship, not a payment plan.

Retention, pricing tiers and the mechanics of renewal.

Companies lose their position by broadening; narrowing the focus wins it back.

Keeping customers, employees and investors is what drives profit and growth.

The trust equation: credibility, reliability and intimacy over self-orientation.

Fifteen metrics that show which marketing spending works and which does not.

The case against surrendering the channel to big retail.

Insider account by P&G's global marketing officer.

Price is the strongest profit lever and the least managed; how to set it well.

How to design moments that make experiences richer and more memorable.

How the advertising business is being upended, told from its most powerful rooms.

Challenger-brand economics against a dominant incumbent.

The outbound-SDR machine that most SaaS sales teams copied.