In this episode of Pricing Heroes, we speak with Caroline Cookson, Founder of Cookson Partners and former Global Strategy and Analytics Leader at Brown-Forman. With more than 15 years of experience in finance, brand strategy, and commercial leadership, Caroline has helped shape pricing strategies for world-class spirits brands including Jack Daniel’s, Glendronach, and Gin Mare. Caroline shares how pricing can connect brand positioning, consumer psychology, and retail execution — and why fairness, transparency, and values-led decision-making are becoming the new foundation of effective pricing leadership.

Key Topics:

• How pricing bridges finance, brand identity, and consumer perception
• Working “from shelf price backwards” when retailers control the final price
• Building global frameworks that balance guardrails with local flexibility
• How values-led brands can price confidently and maintain integrity
• Moving beyond cost-plus: creating structure and discipline around discounting
• When smaller businesses should invest in pricing talent, data, and tools
• The ethics of AI pricing and how transparency builds consumer trust

Recommended Resources:

• Predictably Irrational by Dan Ariely
• Works of Rory Sutherland and Mark Ritson

Connect with Caroline Cookson on LinkedIn.

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