The Intersection of Brand and Pricing | Shannon Deep and Kevan Lee (Bonfire)

Shannon Deep and Kevan Lee, co-founders of Bonfire, join me to share their journey of shaping brand perception and pricing strategies. Discover the delicate balance between brand storytelling and pricing as we highlight the importance of emotional resonance in buyer decisions. We tackle the complexities of establishing a brand that's human, democratic, and high-touch, emphasizing how this affects pricing strategy.

We venture into the future of brand marketing, balancing the emotional with the data-driven, and discuss the hurdles marketers face in proving the value of brand investments and the potential role of AI in this evolving landscape.

In this episode:

(00:00) Guest intros, brand perception, SaaS pricing, and growth strategies are discussed in the context of end users and buyers, with insights from Bonfire's co-founders Shannon and Kevan.

(04:19) Brand perception and pricing strategy are balanced in a competitive market, with a focus on human, democratic, and high-touch values.

(14:35) Pricing strategy exercise benefits internal stakeholders, validates competitive decisions, analyzes buyer criteria, emphasizes brand differentiation, and aligns perception with goals.

(21:05) Brand and pricing are intrinsically linked in B2B, influenced by emotion and rationality, and can benefit from B2C tactics.

(26:28) The Future of Brand Marketing - Brand marketing's value is often underestimated, balancing emotion and data, convincing stakeholders, and integrating AI for impact.

(35:00) Kevan and Shannon share their favorite jams.

Welcome to Street Pricing, the only show where proven SaaS (Software as a Service) leaders share their mindset and mistakes in pricing so we can all stop guessing and start growing. Street Pricing is hosted by Pricing I/O CEO and Pricing Coach, Marcos Rivera, sought after slayer of bad pricing. With 20 years of pricing expertise, he has helped price over 200 SaaS products and coached over 100 SaaS CEOs and counting! From the streets of the Bronx to CEO, Marcos wants to take the guessing out of pricing.

Resources:

Shannon Deep LinkedIn

Kevan Lee LinkedIn

Bonfire

Email Bonfire

Marcos Rivera LinkedIn

Book: Street Pricing

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