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 perceptionWorking “from shelf price backwards” when retailers control the final priceBuilding global frameworks that balance guardrails with local flexibilityHow values-led brands can price confidently and maintain integrityMoving beyond cost-plus: creating structure and discipline around discountingWhen smaller businesses should invest in pricing talent, data, and toolsThe ethics of AI pricing and how transparency builds consumer trustRecommended Resources:Predictably Irrational by Dan ArielyWorks of Rory Sutherland and Mark RitsonConnect with Caroline Cookson on LinkedIn. Get in touch with us----------Get your free copy of Get Ready for the Future Of Pricing with our A-Z Guide.For more information about AI pricing solutions, check out our Corporate sponsor Competera.ai.