The Brand Builder's Playbook // Turning Brand Perception into Pricing Power with Sandeep Seth (Tapestry)
The CMO Podcast31 Okt 2025

The Brand Builder's Playbook // Turning Brand Perception into Pricing Power with Sandeep Seth (Tapestry)

The consumer sets the price. That simple truth reframes how we think about brand strength and its real business impact.

In the third episode of The Brand Builder’s Playbook, hosts Jim Stengel and Ryan Barker, along with guest co-host Cait Lamberton (Professor of Marketing at Wharton), unpack one of the most powerful—and often misunderstood—outcomes of strong brand building: pricing power.

Our guest this week is Sandeep Seth, Chief Growth Officer at Tapestry (parent company of Coach, Kate Spade, and Stuart Weitzman), who joins the conversation to share lessons from his decades at Procter & Gamble and his current work revitalizing iconic fashion brands. Together, they explore how differentiation, brand love, and consumer perception translate into a brand’s ability to command a premium.

From conjoint analysis to luxury pricing strategies, and from mass-market cosmetics to premium handbags, this episode dives into how pricing becomes both a signal and an outcome of brand strength. Listeners will walk away with fresh insights on how to connect strategy to pricing, reduce price sensitivity, and build long-term brand value.

True pricing power doesn’t come from spreadsheets—it comes from the trust and love consumers place in your brand.

---

Download this week’s worksheet:

Read about upcoming episode topics and guests here: https://bera.ai/podcast/

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episoder(418)

Michelle Harmon-Madsen (AccuWeather) | When Your First Day On The Job Is A Crisis

Michelle Harmon-Madsen (AccuWeather) | When Your First Day On The Job Is A Crisis

Michelle Harmon-Madsen is the CMO of AccuWeather, a media company that provides commercial weather forecasting services around the globe. AccuWeather helps 1.5 billion people around the globe get thei...

6 Mai 202056min

Michelle Peluso (IBM) | Leadership During Crisis

Michelle Peluso (IBM) | Leadership During Crisis

Michelle Peluso is the SVP Digital Sales & Chief Marketing Officer at IBM. In this conversation, Michelle talks about how IBM is stepping up to the challenge of helping major companies and first respo...

4 Mai 202026min

Jocelyn Wong | The Importance of Reinvention

Jocelyn Wong | The Importance of Reinvention

Jocelyn Wong is the former CMO of the Lowes company, having been with the brand for the last 3 years. Before that, she was also the CMO of Family Dollar and a VP in the marketing department for Safewa...

29 Apr 202052min

Alex Josephson (Twitter) | Leadership During Crisis

Alex Josephson (Twitter) | Leadership During Crisis

Alex Josephson is the Global Head of Twitter Next, which is a Twitter's brand strategy team that consults companies and brands on the best ways to use Twitter for their campaigns. In this episode, of ...

27 Apr 202026min

Matthew Anderson (Roku) | Streaming During COVID-19

Matthew Anderson (Roku) | Streaming During COVID-19

Matthew Anderson is the CMO of Roku one of the most popular manufacturers of streaming set top boxes and Smart TV operating systems. Matthew has been the CMO of Roku since 2013 and has overseen the gr...

22 Apr 202054min

Pedro Earp (AB InBev) | Leadership During Crisis

Pedro Earp (AB InBev) | Leadership During Crisis

In our first episode of 'Leadership During Crisis,' Jim invites AB InBev's CMO Pedro Earp back on the show to talk about the initiatives they are taking in response to the COVID-19 pandemic. Along wit...

20 Apr 202019min

Kate Huyett (Bombas)| More Than Just Socks

Kate Huyett (Bombas)| More Than Just Socks

Kate Huyett is the Chief Marketing Officer at Bombas, an apparel brand best known for their socks. Not only does Bombas make some of the best socks (and now shirts), but for every item of clothing pur...

15 Apr 202050min

Jenny Avallon Lewis (Uber) | Ridesharing During COVID 19

Jenny Avallon Lewis (Uber) | Ridesharing During COVID 19

Jenny Avallon Lewis is the head of Marketing, North America at Uber. The premiere rideshare company and one of the first companies to start the gig economy, Jenny has been with Uber for almost six yea...

8 Apr 202050min

Populært innen Business og økonomi

stopp-verden
lydartikler-fra-aftenposten
dine-penger-pengeradet
rss-penger-polser-og-politikk
e24-podden
rss-borsmorgen-okonominyhetene
tid-er-penger-en-podcast-med-peter-warren
finansredaksjonen
pengepodden-2
utbytte
liberal-halvtime
rss-markedspuls-2
pengesnakk
livet-pa-veien-med-jan-erik-larssen
rss-pa-konto
morgenkaffen-med-finansavisen
lederpodden
rss-politisk-preik
stormkast-med-valebrokk-stordalen
rss-investering-gjort-enkelt