Summary

When organisations fixate on quarterly targets, the reflex is to discount. Yet too often pricing is dictated by promotions, not by the value customers actually experience. Codify the promise, price the experience, and prove it at the moments that matter; pricing power follows, because loyalty monetises remembered value.

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Our Perspective

What this means for leaders navigating growth, change or transformation in their organisation.

The Loyalty Premium

Most organisations don’t lose margin in one big moment; it drifts away through habitual promotion and price haggling. That drift is avoidable. Loyalty converts remembered value into willingness to pay, and that is the foundation of durable pricing power. The evidence is plain: Accenture Strategy’s Global Consumer Pulse indicates that roughly two in three consumers will pay more for brands they feel loyal to. In other words, the premium is latent in the relationship; the job is to make it easy, fair, and natural for customers to choose it.

Price The Experience

Customers don’t weigh features; they encode experiences. Price should therefore follow the experience you intend to deliver, not the catalogue you happen to sell. That means anchoring price to the outcomes customers care about, and reinforcing those outcomes at moments when decisions are made. At MistryX, we often see pricing treated as a maths exercise when it’s really a memory exercise: engineer the right proof moments, and the premium feels earned rather than imposed. The pay-off is steadier conversion, fewer negotiations, and a cleaner path to renewal.

Codify And Prove Value

Turn loyalty from sentiment into a system. Start by codifying how your brand creates value and where the experience proves it.

• Define a clear promise, the proof signals that back it, and a pricing frame that sets fair expectations.
• Build segmented pricing that maps to needs and moments, not just tiers; make the upgrade path obvious and rational.
• Design “proof moments” across the journey where customers feel the difference you claim — and tie those moments to price.

When the value narrative and price logic move together, objections soften and the premium becomes predictable.

Lead For Durability

This is leadership work because it requires alignment, discipline, and patience. Treat loyalty as an asset you can price, not a metric you admire.

• Align teams on one value story and the few metrics that matter: price realisation, retention, and advocacy.
• Replace reactive promotions with planned value reinforcement — education, service standards, and guarantees that de-risk choice.
• Govern packaging and pricing changes centrally; test in moments, not markets, and retire offers that teach people to wait.

Do this early and you compound advantage: pricing power strengthens, forecasting steadies, and growth becomes less dependent on tactical discounts — a quieter, stronger trajectory.

Sources:

Further Resources

1. The Strategic Advantage of Building a Distinctive Brand
2. The Loyalty Premium: Aligning Brand Promises with Pricing
3. Building Trust as a Competitive Advantage in Brand Strategy

No two brand journeys are the same — connect with us if you’d like to test where your next step might lead. Let’s talk.

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