When times get tough, the temptation to discount is almost irresistible. A quick promotion, a short-term volume spike, a CFO who's happy for five minutes. But what's it actually costing you? In this one, Jodie Gillary, Head of Brand Activation at Kantar, joined James to talk about why discounting is one of the most damaging things a brand can do, and what marketers should be doing instead to protect their pricing power. She brought the data, the case studies, and the kind of clarity that makes you want to forward this to your CFO immediately. Sponsors This episode was filmed at our Work.Life recording studio in London: https://work.life/ Shoutout to ‪@Weglot‬ for sponsoring this episode :) Speakers Jodie Gillary https://www.linkedin.com/in/jodie-gillary-91312512/ Kantar www.kantar.com Timestamps: 00:00 - Why brands grow 01:35 - Quickfire with Jodie 09:00 - Expertise is relative 16:30 - Protecting price premiums 25:00 - Earning a place in the household 32:45 - The discounting trap 39:00 - Building your brand for AI 51:00 - Community scenario If you enjoyed this, please like and subscribe - it genuinely helps us reach more marketers like you. Join 35,000+ marketers getting our weekly newsletter (it's free): https://themarketingmeetup.com/newsletter Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447 Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9