The CMO Podcast The Brand Builder's Playbook // Turning Brand Perception into Pricing Power with Sandeep Seth (Tapestry)
Oct 31, 2025
In this engaging discussion, Sandeep Seth, Chief Growth Officer at Tapestry, shares insights from his extensive experience in brand revitalization. Joined by Cait Lamberton, a Wharton marketing professor, they explore how brand perception impacts pricing power. Topics include the power of differentiation, emotional connections, and effective positioning strategies. Sandeep reveals how premium brands like Coach can thrive by understanding consumer life contexts and maintaining brand love, while Cait emphasizes innovative approaches to reduce price sensitivity.
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Use Conjoint To Translate Features Into Dollars
- Use conjoint analysis to quantify how much consumers trade money for brand and feature differences.
- Translate those tradeoffs into dollars to inform willingness-to-pay and price decisions.
Emotion Can Substitute For Functional Superiority
- Emotional connection can command premium even without functional superiority.
- Optimize across purpose, emotional, functional, and experiential benefits to earn pricing power.
Career Leap From P&G To Tapestry
- Sandeep moved from P&G to Tapestry during COVID to add brand-building to a design-driven company.
- He relocated his family and embraced a role intentionally outside his comfort zone.