BrandMill’s Managing Partner Stephen Wayhart was honored to present to over 100 members of the Passenger Vessel Association of America at their annual PVA Convention at Maritrends in Long Beach, CA. Our friends from Pittsburgh’s famous Gateway Clipper Fleet recommended us to talk about “How to Price for Profit.”
Wayhart’s 3-point program highlighted and outlined an hour long discussion about how brands need to clearly cultivate, communicate and keep their unique promise. And, by doing do brands will create a system of meaningful and memorable proofs of performances that enable them to command full price.
The key telegram of the presentation is that most brands do not command full price because they’re priced too low! And, the reason they’re priced too low is because they do not offer a unique valuable experience and/or haven’t clearly and passionately communicated their dramatic difference with proof!