S3E8 - Heinz Proved It. Can You?

What does ketchup have to do with brand value? More than you'd think.

Michael and Avy dig into one of the most underrated questions in pricing: when you strip away the logo, the mascot, and the packaging redesign, what is your brand actually worth? The Heinz story out of Turkey is the jumping off point, but this episode goes much deeper into why so many companies are spending millions to justify their existence instead of their value.

In this episode, Michael and Avy get into how Heinz drove a 23% sales increase without a price hike or a new product, why brands confuse logo refreshes and flavor adds with actual value creation, the slotting fee trap that CPG companies keep falling into and why the payback math almost never works, what base velocity actually tells you about whether your marketing spend did anything, why the brand is the product and not the color of your label, and how Coca-Cola quietly gets this right while everyone else chases shiny objects.

Also, keep your eyes open for the new RML website dropping in early May. Drop your thoughts in the comments.

What brands do you think have done the best job justifying their premium? Subscribe for Season 3, new episodes dropping regularly. #PricingStrategy #BrandValue #CPGPricing #ThePricingGuys #PricingPodcast #MarketingROI #FMCG #BrandEquity #RevenueStrategy #PricingTrends ‪@heinz‬