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.

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